台灣及大陸皆加入WTO後,國際化態勢已然形成,使得消費者選擇越來越多,而消費者購買行為也越來越難以預測。依據過去的研究得知,消費者的購買行為有許多的影響因素,其中來源國形象及來源國產品熟悉度的確會影響消費者購買意願/行為;而近年來,日韓系品牌大舉進入台灣及大陸市場,因而有哈日風、哈韓風興起,消費者是否會因對國家的愛好而影響對於產品信任及購買意願的選擇;另外,消費者是否在對於其他國家的態度不同時而影響對國外產品的信任及購買意願。本研究利用來源國形象、來源國產品熟悉度、來源國愛好及消費者我族主義等四個變數,針對消費者的產品信任及購買意願之關係進行深入討論,並比較台灣及大陸兩地消費者之間的差異。 本研究針對台灣台南地區及大陸蘇州地區的消費者採取便利抽樣調查,並以SPSS10.0 及LISREL8.51統計分析軟體進行分析,經實證發現:(1)消費者來源國形象的確會藉由產品信任來影響其購買意願。(2)消費者會因對本國及先進國家(日本)的產品熟悉度較高而產生產品信任,也會因對來源國產品熟悉度高而增加購買意願。(3)消費者會因為對於來源國的愛好而影響購買意願,即使無產品信任。(4)台南受訪者的高我族主義者對於台灣產品具有高度的產品信任及購買意願;蘇州受訪者在我族主義的意識高,會對外來產品具有低產品信任,但還是具有購買意願。
After Taiwan and Mainland China joined WTO, both Taiwanese and Chinese consumers are benefiting from lower prices and wider selection of various goods; therefore, consumer behavior becomes more difficult to predict. According to previous studies, many factors are found to have impact on consumers’ purchasing behaviors; among those factors, country-of-origin image and familiarity with the products of country-of-origin are considered to be the most influential ones on consumers’ purchasing intentions/behaviors. In recent years, along with Japanese and Korean popular culture invasion of Asia, Japanese and Korean brands are springing up in both Taiwan and Mainland China, consumers’ affection toward a country might be influenced by their beliefs and purchasing intentions about the country. In addition, consumers’ beliefs and purchasing intentions will be influenced if they have different attitudes toward foreign products. Country-of-origin image, familiarity with the products of country-of-origin, affect toward a country, and consumer ethnocentrism are used as research constructs in this study to discuss and explore consumers’ product beliefs and purchasing intentions as well as the discrepancy between consumers in Taiwan and Mainland China.