品牌來源國與製造來源國對消費者產品評價之影響－產品涉入與購買情境干擾效果探討

The Effect of the Country of Brand and Country of Manufacture on Consumers' Product Evaluations-The Moderating Effects of Product Involvement and Purchase Situation

潘明全(Ming-Chuan Pan) ； 游鯉健(Li-Chien Yu)

《行銷評論》 6卷1期 (2009/03) Pp. 25-54

https://doi.org/10.29931/MR.200903.0002

摘要

隨著全球化及專業分工發展下，消費者面臨更多的本國、外國商品。並且，消費者對於各國的國家形象大都已經存在一些先入爲主的觀念。因此，產品的來源國在消費者進行產品評價時，扮演著重要的角色。此外，在現代全球化市場中，同一產品及品牌可能有不同的品牌來源國與製造來源國。除此之外，在實際的購物情境下，產品涉入與購買情境在消費者進行產品評價時，亦扮演著重要的影響角色。許多研究指出產品涉入是影響消費者產品評價的重要因素之一。因此，本研究將「產品涉入」變數納入此研究中，以期能驗證此效果。另外，在以行銷爲導向的市場中，行銷業者個個無不使出渾身解數來改變購買情境以獲得消費者之青睞。因此，「購買情境」已成爲影響消費者產品評價的關鍵因素之一。本研究使用2（品牌來源國之國家形象：高或低）×2（製造來源國之國家形象：高或低）×2（產品涉入：高或低）×2（購買情境：好或壞）實驗設計的方式，包含三次前測與一次正式實驗，獲得以下結論：(1)產品（數位相機與速食麵）品牌來源國之國家形象愈高（日本）時，則消費者對該產品的評價愈有利。(2)產品（數位相機與速食麵）製造來源國之國家形象愈高（日本）時，則消費者對該產品的評價愈有利。(3)購買情境對於製造來源國與消費者產品評價間的干擾效果非常顯著。代表購買情境有干擾效果。但是，產品涉入無干擾效果。

關鍵字

品牌來源國 ； 製造來源國 ； 產品涉入 ； 購買情境 ； 產品評價

並列摘要

Followed by globalization and division of labor, consumers are facing with a variety of domestic and foreign products. Moreover, consumers may already have a preconceived idea over the image of each individual country. Therefore, product’s country of origin plays a significant role when consumers evaluate the products. Besides, currently on the globalization of the market, a same product and brand name may have different country of origin and country of manufacture. Other than this, under the actual shopping situations, product involvement and purchase situation also play a significant and influencing role when consumers proceed with product evaluations. Several studies indicated that product involvement is one of the important factors that influence the consumers' product evaluations. Therefore, this research has included the variable of ”product involvement” within the research, hopefully to verify its effect. In addition, in the marketing orientation, marketers would do their best to alter the purchase situation to gain the favor of the consumers. Therefore, ”purchase situation” has become one of the key factors that influences consumers’ product evaluations. In this study, we used a 2 (Country of brand: high or low image) × 2 (Country of manufacture: high or low image) × 2 (Product involvement: high or low) × 2 (Purchase situation: good or bad) between-subjects experimental design, including three pretests and one final test. The research subjects were 240 students from Tatung University. This study gets conclusions as follows: (1) Product (Digital camera and instant noodles) with higher country of brand image (Japan) has favorable product evaluations than that (Digital camera and instant noodles) with low country of brand image (China). (2) Product (Digital camera and instant noodles) with higher country of manufacture image (Japan) has favorable product evaluations than that (Digital camera and instant noodles) with low country of manufacture image (China). (3) The interaction of country of manufacture and purchase situation has significant influence on consumers' product evaluations. It means purchase situation has moderating effect.

並列關鍵字

Country of Brand ； Country of Manufacture ； Product Involvement ； Purchase Situation ； Product Evaluations

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