面對兩岸經濟合作架構協議(Economic Cooperation Framework Agreement,簡稱ECFA)的簽訂,係希望藉由兩岸交流來促進經濟發展,以帶動國內景氣。但其本質與FTA類似,均會帶來降低關稅的優點以及衝擊國內產業的缺點。本文藉由SEM結構方程模型探討來源國形象與我族主義對產品評價的影響,並進一步分析對於購買傾向的影響,找出其中可以因應的策略項目。研究對象為台灣各地的一般消費者,以發放問卷進行資料蒐集。研究發現,來源國形象確實會正向的影響產品評價,而我族主義則會負向的影響產品評價。此外,經由研究發現,受測者之支持政黨傾向在來源國形象以及我族主義對產品評價的路徑關係上,具有顯著的干擾差異。
The purpose of Economic Cooperation Framework Agreement is believed to boost the economic development and economic climate. However, in similarity to FTA, both ECFA and FTA will decrease the custom advantages and bring down the business of our country. Based on the Structure Equation Model, the study aims at the impact of Country-of-Origin Image and Ethnocentrism on Purchase Intention. The applicable strategies were expected to be elicited from the study. The research subjects are the general consumers from Taiwan. Questionnaires are given in this study. It is found that Country-of Origin Image has the significant influence on purchase intention. On the other hand, ethnocentrism has the negative influence on purchase intention. Furthermore, the study also confirms the interference of the subjects’ party orientation in regard to Country-of Origin Image and Ethnocentrism on Purchase Intention.