The Influence of the Country-of-Origin Image, Advertising Appeal, and Product Attitude on Purchase Intention: The Moderating Effects of Product Involvement

來源國形象、廣告訴求方式及產品態度對購買意圖之影響－產品涉入的干擾效果

10.29847/JNUU.201012.0011

林隆儀(Long-Yi Lin)；商懿勻(Yi-Yun Shang)

來源國形象 ； 廣告訴求 ； 產品態度 ； 購買意圖 ； Country-of-Origin Image ； Advertising Appeal ； Product Attitude ； Purchase Intention

聯大學報

7卷2期（2010 / 12 / 01）

233 - 264

英文

本研究旨在探討來源國形象、廣告訴求方式及產品態度對購買意圖的影響，以及產品涉入的干擾效果。選擇日本與韓國做為品牌來源國形象的研究國家，以數位相機做為研究標的，採用電視廣告影片做為實驗設計的工具，研究受訪者對不同國家產品的購買意圖。以大台北地區消費者為研究對象，採用便利抽樣法抽取樣本，共發出400份問卷，回收有效問卷360份，有效問卷回收率為90%。經採用迴歸分析檢定研究假說，研究結果發現：(1)來源國形象對產品態度有顯著的正向影響效果，(2)科技來源國形象對產品態度有顯著的正向影響效果，(3)形象來源國形象對產品態度有顯著的正向影響效果，(4)產品態度對購買意圖有顯著的正向影響效果，(5)低產品涉入在產品態度對購買意圖影響的干擾效果大於高產品涉入。

The main purpose of this study is to investigate the influence of Country-of-Origin image, advertising appeal, and product attitude on purchase intention, and the moderating effects of product involvement. Japan and Korea were selected as Countries-of-Origin, and the digital camera industry was taken as research objects. The television commercial was used in the experimental design to measure the respondent's purchasing intention for products from different countries. The convenience sampling method was used to collect primary data and the samples were chosen from consumers in the Taipei area. A total of 400 questionnaires were distributed, 360 effective questionnaires were collected, and the effective response rate was 90%. Regression analysis was used to test the hypotheses. The main findings were as follow: (1) The country-of-origin image has a significantly positive effect on product attitudes. (2) The technology from the country-of-origin has a significantly positive effect on product attitudes. (3) The image of the country-of-origin has a significantly positive effect on product attitudes. (4) Product attitudes have significantly positive effects on purchase intention. (5) Finally, The influence of product attitudes on consumers' purchase intention in low product involvement situations is greater than that in high product involvement situations.

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