The Influence of Brand and Country-of-Origin on Consumer’s Decision to Purchase Consumer Electronic Products- A Comparative Study

The Influence of Brand and Country-of-Origin on Consumer’s Decision to Purchase Consumer Electronic Products- A Comparative Study

貝德沛(Tobias Behning)

指導教授 ： 林鳳儀

國立臺北科技大學/管理學院/管理國際學生碩士專班 (IMBA)/碩士(2014年)

https://doi.org/10.6841/NTUT.2014.00177

摘要

The influence of Country-of-origin on consumers’ perceptions and buying decisions is an extensively researched area. The goal of this study is to clarify the factors affecting the consumers’ purchasing decision of electronic consumer products. Furthermore this research aims to investigate the differences of these factors between developed countries, BRIC countries and the Four Asian Tigers with focus on the Country of origin and brand.
The research uses a questionnaire to collect data and the one-way ANOVA to analyze the data.
Significant differences in the importance of factors influencing the purchasing decision of consumer electronics have been found, which suggests that the influence of quality cues of consumer electronics differs based on the economic maturity of a country group’s market. Furthermore it was found that brand and country-of-origin have great influence on the purchasing decision when buying consumer electronics.

關鍵字

Brand ； BRICS ； Consumer Electronics ； Country-of-Origin effect ； Developed countries ； Four Asian Tigers ； Purchasing decision ； Regression Analysis

並列摘要

The influence of Country-of-origin on consumers’ perceptions and buying decisions is an extensively researched area. The goal of this study is to clarify the factors affecting the consumers’ purchasing decision of electronic consumer products. Furthermore this research aims to investigate the differences of these factors between developed countries, BRIC countries and the Four Asian Tigers with focus on the Country of origin and brand.
The research uses a questionnaire to collect data and the one-way ANOVA to analyze the data.
Significant differences in the importance of factors influencing the purchasing decision of consumer electronics have been found, which suggests that the influence of quality cues of consumer electronics differs based on the economic maturity of a country group’s market. Furthermore it was found that brand and country-of-origin have great influence on the purchasing decision when buying consumer electronics.

並列關鍵字

Brand ； BRICS ； Consumer Electronics ； Country-of-Origin effect ； Developed countries ； Four Asian Tigers ； Purchasing decision ； Regression Analysis

參考文獻

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