越南消費者對中文品牌來源國形象之研究

The Original Imagine of Chinese Brands from Vietnamese Consumers

黎氏英(Le Thi Anh)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700895

摘要

隨著全球化以及專業分工的影響之下，產品的生產與行銷活動改變，同一產品與品牌可能會來自不同品牌來源國，使得消費者將面臨更多本國產品，外國產品。而消費者對於各國的國家形象大都已存在一些先入為主的觀念，產品的來源國形象會影響消費者對產品評估的一個關鍵要素，來源國形象是指消費者對某國所知覺到的總體評價，總體評價又可分為該國之國家形象以及該國生產製品的總體印象。另外，來源國形象會因為個人刻板印象的影響而有所不同。因此，產品的來源國在消費對於產品品質判斷，扮演著重要的角色。
本研究的研究範圍以中文品牌包含：食品、玩具、衣服以及手機來做研究，主要探討當中文品牌產品加入越南市場之後，越南消費者對中文品牌購買意願會有什麼樣的影響？以及在消費者看到產品包裝上有標示漢字的時候，消費者的第一個浮現上來的印象是什麼？。
本研究採用質化研究法訪談的方式及越南消費者做為研究對象，預計訪問40位受訪者，分成四組來進行訪談:
第一組：不懂中文/ 沒來過台灣
第二組：懂中文/ 來過台灣
第三組：懂中文/ 沒來過台灣
第四組：不懂中文/ 來過台灣
本研究要研究之核心為探討越南消費者對台灣產品的購買前後的態度。尤其是，越南消費者是否可以分別台灣與中國大陸的產品。

關鍵字

刻板影響 ； 來源國形象 ； 中文品牌

並列摘要

The impact of globalization has created the ability to purchase life changing goods for consumers. It has provided the flexibility of having many consumption alternatives at reasonable prices within the same products and brands from various companies. Consumers have diverse choices to buy the products and their stereotype of producing countries may influence on decision making. The country image would be a major reasons when customers choose products. Country-of-origin image refers to the consumer’s perception of the country’s image and the impression of the producing products. In addition, the image of Country-of-Origin will be different because of the impact of personal stereotype. Therefore, the country image an important role when consumers judge the quality of products.
In this study, we focus on analyzing the impact of Vietnamese consumers while purchasing food, toys, clothes and mobile phone with Chinese character. Will it influence their consumer behavior? What is their first impression comes out when they see Chinese characters on products tagged?
This research interviewed 40 Vietnamese people and separated them in different four groups as below:

Group 1st: do not understand Chinese/ Haven’t been to Taiwan
Group 2nd: do understand Chinese/ Have been to Taiwan
Group 3rd: do understand Chinese/ Haven’t been to Taiwan
Group 4th: do not understand Chinese/ Have been to Taiwan
The core of this study was to examine the attitude of Vietnamese consumers before and after purchasing Taiwanese products, especially, whether Vietnamese customers can distinguish products from Taiwan and mainland China.

並列關鍵字

Stereotyped ； Country-of-Origin image ； Chinese brand

參考文獻

Bagozzi, R. P., & Burnkrant, R. E. (1979), “Attitude Organization and the Attitude Behavior Relationship”, Journal of Personality and Social Psychology, 37(6), 913-929.

Bilkey, W. J. & Nes, E. (1982), “Country of Origin Effects on Product Evaluations”, Journal of International Business Studies, 13(1), 89-99.

Chan, A.K.K., Huang, Y.Y. (1997), “Brand Naming in China: A Linguistic Approach”, Marketing Intelligence and Planning, 15(5), 227-234.

Demirbag, M., Sahadev, S., & Mellahi, K. (2010), “Country Image and Consumer Preference for Emerging Economy Products: The Moderating Role of Consumer Materialism,” International Marketing Review, 27(2), 141-163.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991), “The Effect of Price Brand and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, 28(3),