零售通路相同進口品牌產地來源分歧現象：知覺品質與願付價格效應

Diversity in Countries of Manufacturing of the Same Imported Brand Among Competing Retailers: Effects on Perceived Quality and Willingness to Pay

10.6220/joq.202212_29(6).0001

顧萱萱(Hsuan-Hsuan Ku)

產地來源 ； 配銷選擇性 ； 品質訊號 ； 知覺品質 ； 願付價格 ； country of manufacturing ； distribution selectivity ； quality signal ； perceived quality ； willingness to pay

品質學報

29卷6期（2022 / 12 / 30）

429 - 450

繁體中文

考量國際布局，眾多企業傾向分散製造地，以達成不同策略目的，在此情況下，特定市場中各零售通路販售之同一品牌產地來源可能有別，特別是母國原產進口和他國製造平行輸入分野，著實影響消費者評價。針對此現象，本文採用實驗設計方法，進行三項研究，分別探討消費者如何依據產地來源、母國原產進口品品質主張，以及食品保存期限標示等三種外部線索，評估其他製造地相較母國原產品之知覺品質，並藉此影響願付價格。結果顯示對於具印象優勢的母國原產進口品，當其存在配銷選擇性時，若競爭零售商所銷售者源自於印象相仿製造地，消費者知覺品質，以致願付價格，均較印象落差製造地為高；然而，一旦該品牌就母國原產品提出品質主張，或食品保存期限揭露落差線索時，即使競爭零售商所銷售者源自於印象相仿製造地，消費者知覺品質與願付價格將降低。就採取製造地分散策略的業者而言，此結果有助於釐清外在線索對品質溝通的影響，而零售商亦可參酌消費者反應，制訂適當價格策略。

In the trend of global sourcing, multinational companies tend to diversify their manufacturing sites to achieve different strategic objectives. Under such circumstance, the countries of manufacturing of the same imported brand sold by various retailers in a given marketplace may be different, which will affect consumer evaluation. By using experimental design, this paper adopts perceived quality as an underlying mechanism for analyzing consumers' willingness to pay when products manufactured away from their developed, home country and identifies extrinsic product cues as moderators. Results show that there could be a cost in terms of reduced perceived quality and consumer's willingness to pay when a developed country brand is manufactured in a developing country. Further, perceived quality of an item with an origin image similar to that of its home country is significantly weakened in response to negative quality cues, manipulated in terms of quality claims for the home-country originated item and long shelf life. Quality perception then accounts for the observed effects in consumers' willingness to pay. Expanding knowledge of how extrinsic product cues perform in quality communication will aid in better product decisions for developed-country companies when outsourcing their production to other countries. Retailers with an understanding of consumers' responses to product costs can better approach decision-making for pricing.

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