品牌來源國與製造來源國對消費者產品評價的影響-價格折扣之干擾效果之探討

THE EFFECT OF THE COUNTRY OF BRAND AND COUNTRY OF MANUFACTURE ON CONSUMERS’ PRODUCT EVALUATIONS: THE MODERATERING ROLE OF PRICE DISCOUNT

田雅萍(Ya-ping Tien)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2005年)

摘要

在全球化及國際專業分工的發展下，消費者面臨包羅萬象的本國及外國商品。在此情境下，產品的來源國效應在消費者進行產品評估時常扮演著重要的角色。再者，在全球合理化的情況下，同一產品有不同的品牌來源國及製造來源國是司空見慣的情形，這顯示僅以”Made in”線索分析產品來源國效應是不恰當的。此外，當消費者面對價格折扣較高的產品時，除了享受因折扣所帶來的利益也可能會對產品產生負面想法。當價格折扣幅度低到消費者無法認同的程度時，來源國訊息將對消費者產生重大影響，所以價格折扣可能會對產品評價產生干擾效果。
本研究使用2*2*2實驗設計的方式，探討運動鞋品牌來源國與製造來源國對消費者產品評價（知覺到的品質、知覺到的價值及購買意願）之影響。另外，針對價格折扣（高、低）的干擾效果進行探討。
本研究發現：（1）產品品牌來源國之國家形象愈高時，則消費者對於該產品的評價愈高。（2）產品製造來源國之國家形象愈高時，則消費者對於該產品的評價愈高。（3）價格折扣對於品牌來源國和產品評價間的干擾效果並不顯著。（4）價格折扣對於製造來源國和產品評價間的干擾效果並不顯著。

關鍵字

製造來源國，價格折扣，產品評價 ； 品牌來源國

並列摘要

The more international markets become, the greater the salience of Country-of-Origin effects on consumers’ products evaluation. Moreover, under the increasing global rationalization circumstance, it’s very common that a product has different country of brand and country of manufacture. Furthermore, when consumers value a product with very high price discount, they may enjoy the benefit as well as suspect the quality of the product. Thus, price discount may moderate the effect of Country-of-Origin on consumers’ products evaluation.
In this study, we used a 2*2*2 experiment design to examine the effect of country of brand and country of manufacture on consumers’ products evaluation. We also examine the moderating effect of price discount.
The results suggest that both country of brand and country of manufacture have significant influence on consumers’ product evaluation. The moderating effect of price discount was not significant in this study.

並列關鍵字

country of brand ； country of manufacure ； price discount ； product evaluation

參考文獻

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