Title

The Influence of Brand and Country-of-Origin on Consumer’s Decision to Purchase Consumer Electronic Products- A Comparative Study

Translated Titles

The Influence of Brand and Country-of-Origin on Consumer’s Decision to Purchase Consumer Electronic Products- A Comparative Study

DOI

10.6841/NTUT.2014.00177

Authors

貝德沛

Key Words

Brand ； BRICS ； Consumer Electronics ； Country-of-Origin effect ； Developed countries ； Four Asian Tigers ； Purchasing decision ； Regression Analysis ； Brand ； BRICS ； Consumer Electronics ； Country-of-Origin effect ； Developed countries ； Four Asian Tigers ； Purchasing decision ； Regression Analysis

PublicationName

臺北科技大學管理國際學生碩士專班 （IMBA）學位論文

Volume or Term/Year and Month of Publication

2014年

Academic Degree Category

碩士
Advisor

林鳳儀
Content Language

英文
Chinese Abstract

The influence of Country-of-origin on consumers’ perceptions and buying decisions is an extensively researched area. The goal of this study is to clarify the factors affecting the consumers’ purchasing decision of electronic consumer products. Furthermore this research aims to investigate the differences of these factors between developed countries, BRIC countries and the Four Asian Tigers with focus on the Country of origin and brand. The research uses a questionnaire to collect data and the one-way ANOVA to analyze the data. Significant differences in the importance of factors influencing the purchasing decision of consumer electronics have been found, which suggests that the influence of quality cues of consumer electronics differs based on the economic maturity of a country group’s market. Furthermore it was found that brand and country-of-origin have great influence on the purchasing decision when buying consumer electronics.
English Abstract

The influence of Country-of-origin on consumers’ perceptions and buying decisions is an extensively researched area. The goal of this study is to clarify the factors affecting the consumers’ purchasing decision of electronic consumer products. Furthermore this research aims to investigate the differences of these factors between developed countries, BRIC countries and the Four Asian Tigers with focus on the Country of origin and brand. The research uses a questionnaire to collect data and the one-way ANOVA to analyze the data. Significant differences in the importance of factors influencing the purchasing decision of consumer electronics have been found, which suggests that the influence of quality cues of consumer electronics differs based on the economic maturity of a country group’s market. Furthermore it was found that brand and country-of-origin have great influence on the purchasing decision when buying consumer electronics.
Topic Category 管理學院 > 管理國際學生碩士專班 (IMBA)
社會科學 > 管理學
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