- 學位論文
文化敏感度、消費母國主義與進口產品品質、價格認知之研究：以越南消費者為例
Cultural sensitivity, consumer ethnocentrism and perception of product quality and price: A study of the consumer's perception toward motorcycle in Vietnam
若您是本文的作者，可授權文章由華藝線上圖書館中協助推廣。
並列摘要
This study aims to investigate how the consumer ethnocentrism and cultural sensitivity impact individually and compounded lyon the quality and price perceptions of imported motorcycle brands (i.e., Japanese, European, Taiwanese and Chinese brands) in Vietnam. We gathered survey data from a voluntary online survey. Based on a sample of 386 respondents, the results of multivariate analysis of variance (MANOVA) analysis and independent-samples t-test show that the consumer ethnocentrism and cultural sensitivity both have the positive and interaction effects on the perceptions quality and price perceptions of brands from focal countries. Our results imply that ethnocentric consumers in developing countries may be likely to prefer the local products, however, without comparing to the local brands, their consumer ethnocentrism is positively related to the quality and price perceptions of imported brands.
參考文獻
2. Bailey, W., & Pineres, S.A.G. (1997). Country of origin attitudes in Mexico: The malinchismo effect. Journal of International Consumer Marketing, 9(3), 25-41.
3. Balabanis, G., & Diamantopoulos, A. (2004). Domestic Country Bias, Country of Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Academy of Marketing Science, Journal, Greenvale, 32(1), 80-95.
4. Balabanis, G., Diamantopoulos, A., Mueller, R.D., & Melewar, T.C. (2001). The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tedencies. Journal of International Business Studies, 31(1), 157-175.
5. Batra, R., Ramaswamy, V., Alden, D.L., Steenkamp, J.B.E.M., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95.
7. Craig, C.S., & Douglas, S.P. (2000). Configural Advantage in Global Markets. Journal of International Marketing, 8(1), 6–26.
延伸閱讀
- 黃文決（2020）。社群認同、網站可用性對消費者線上購物行為之影響:以越南網路購物為例〔碩士論文，義守大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0074-1007202016384800
- YEN, N. T. M. (2020). 影響越南消費者線上購買意圖之研究 [master's thesis, Feng Chia University]. Airiti Library. https://doi.org/10.6341/fcu.M0564811
- Lee, C. W., & Trung, L. D. (2018). 網際網路飯店預訂之行銷策略對消費者行為影響之研究：以越南為例. 先進工程學刊, 13(3), 149-156. https://www.airitilibrary.com/Article/Detail?DocID=a0000255-201810-201901090012-201901090012-149-156
- TRUNG, L. D. (2018). 網際網路飯店預定之行銷策略對消費者行為影響之研究：以越南為例 [master's thesis, Chung Yuan Christian University]. Airiti Library. https://doi.org/10.6840/cycu201800258
- THI, T. D. P. (2016). The Impact of Country of Origin and Environmental Advertising Appeal on Purchase Intention, Perceived Quality, Perceived Price and Degree of Liking: An Example of Vietnamese Green Purchase [master's thesis, Chaoyang University of Technology]. Airiti Library. https://www.airitilibrary.com/Article/Detail?DocID=U0078-1108201714022176