本研究基於對實務現象之觀察,發現目前混合產品充斥於市場與日常生活之中,本研究認為關於來源國議題之研究不應該再侷限於單一構面之概念,須進一步研究當多種來源國混合時對於消費者的影響。 來源國效應會受到產品類別之不同而有所影響,並且涉入與購買動機為影響消費者行為的兩項重要因素,加上當代消費者具有較多的產品知識與對感性需求較為重視,因此本研究選取FCB模式做為產品分類的標準。 本研究採用6x4=24組的實驗設計,並選定手機、牛仔褲、衛生紙與洗髮精為FCB模式的四項區隔產品。研究對象為台灣地區之大學生及研究生,採取問卷調查之方式蒐集資料,總計回收773份有效問卷。 在FCB模式做產品分類中,本研究以標準化後之平均數作為兩構面之得分,並以零作為座標軸之分界點。本研究在實測後之產品分類結果如下:理性/高涉入產品為手機、感性/高涉入產品為牛仔褲、理性/低涉入產品為衛生紙而感性/低涉入之產品為洗髮精。 檢定結果發現,來源國種類相同時國別不同對於購買意願具有顯著影響。並且混合來源國效應的檢定結果顯示,消費者會將來源國資訊彙總後考量在進行評估。來源國效應會受到產品分類干擾。
The research bases on the empirical observation, there are full of hybrid products in our daily life. The research considers that the topic “Country of Origin” should not limit to single perspective. Furthermore, we have to know the hybrid Country of origin effects to consumers. Country of Origin Effect will be influenced by different types of Product Classification. Involvement and Purchasing Motivation are two important factors that affect consumer behaviors the most. Consumers nowadays are having more product information knowledge then before and need more perceptual promotion. Therefore, this research chooses FCB model to be the Product Classification. This study uses experimental design with 6x4=24 treatments. Selecting mobile phones, jeans, toilet paper, and shampoo to be the segment products. The object of study are graduates and undergraduates students in Taiwan. There are 773 effective questionnaires data. After examining, this research find that the Product Classification as follows: The mobile phone belongs to Think / high Involvement, jeans belongs to Feel / high Involvement, toilet paper belongs to Think / low Involvement, and the shampoo belongs to Feel / low Involvement. The result as follow When Country of Origin is the same, different country has the significant effect. When thinking over Country of Origin Effect, consumer will collect all information to estimate it. Country of Origin Effect should be interfered by the Product Classification.