品牌來源國、消費者國族主義與價格意識對3C產品購買意願之研究 — 以中國大陸東莞地區為例

Brand Country-of-Origin, Consumer Ethnocentrism and Price Consciousness Affect Purchasing Intention to 3C products － Take Dongguan City, Mainland China as Example

蔡倬漢(Cho-Han Tsai)

指導教授 ： 廖淑伶

元智大學/管理學院/管理研究所/碩士(2006年)

摘要

中國大陸自1978年改革開放以來，經濟發展成長迅速，從1996年起經濟成長率保持在7% - 9%之高度成長，成為全球經濟主要高成長地區，中國大陸由世界工廠正逐漸轉型為世界市場，擁有14億人口，潛在龐大的消費市場已受到全世界行銷業者高度重視。本研究係探討中國大陸東莞地區消費者對不同品牌來源國之來源國產品態度及3C產品購買意願，並將國族主義及價格意識當作干擾變數作進一步探討，其中品牌來源國選定日本、美國、台灣及大陸品牌，3C產品選定手機、數位相機及電腦產品作為研究標的。

本研究實證結果發現：
壹、大陸消費者對不同品牌來源國的來源國產品態度、3C產品購買意願均有顯著差異。
貳、大陸消費者對不同品牌來源國的來源國產品態度、手機及數位相機購買意願，會因消費者國族主義不同而有顯著差異。
參、大陸消費者對不同品牌數位相機及電腦之購買意願，會因價格意識不同而有顯著差異。
肆、大陸消費者對不同品牌來源國的產品態度、手機、數位相機及電腦購買意願，不會因消費者國族主義與價格意識不同而有顯著差異。

關鍵字

品牌來源國 ； 消費者國族主義 ； 價格意識 ； 購買意願

並列摘要

Mainland China government has started economic reform since 1978 and the economic development has been advanced dramatically. The economic growth rate has been kept at 7%-9% starting from 1996. Apparently, the Mainland China has become one of the most important emerging countries in the world. It is a trend that China so-called the world factory has been transferring to the world market. With the population of 1.4 billion, China’s potential gigantic consumer market has been focused and noticed by world marketers. The purpose of this study is to seek what Chinese consumers in Dongguan city have different product attitude and purchasing intention to 3C products towards different brand country-of-origin. This study also examines the influencing phenomenon of ethnocentrism and price consciousness. The brand country-of-origin in this study is focused on Japan, USA, Taiwan and China. Cellular phones, digital cameras and personal computers are selected in this study as far as 3C products are concerned.

The findings are as follows:
1. China consumers in the face of different brand country-of-origin products have significant effects on country-of-origin product attitude and purchasing intention to 3C products (cellular phones, digital cameras and personal computers).
2. China consumers in the face of different brand country-of-origin products considering consumer ethnocentrism have significant effects on country-of-origin product attitude and purchasing intention to cellular phones and digital cameras.
3. China consumers in the face of different brand country-of-origin products considering price consciousness have significant effects on purchasing intention to digital cameras and personal computers.
4. China consumers in the face of different brand country-of-origin products considering both consumer ethnocentrism and price consciousness have no significant effects on country-of-origin product attitude and purchasing intention to 3C products.

並列關鍵字

Brand Country-of-Origin ； Consumer Ethnocentrism ； Price Consciousness ； Purchasing Intention

參考文獻

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