题名

品牌來源國與製造來源國對消費者產品評價之影響－產品涉入與購買情境干擾效果探討

并列篇名

The Effect of the Country of Brand and Country of Manufacture on Consumers' Product Evaluations-The Moderating Effects of Product Involvement and Purchase Situation

DOI

10.29931/MR.200903.0002

作者

潘明全(Ming-Chuan Pan)；游鯉健(Li-Chien Yu)

关键词

品牌來源國 ； 製造來源國 ； 產品涉入 ； 購買情境 ； 產品評價 ； Country of Brand ； Country of Manufacture ； Product Involvement ； Purchase Situation ； Product Evaluations

期刊名称

行銷評論

卷期/出版年月

6卷1期（2009 / 03 / 01）

页次

25 - 54

内容语文

繁體中文
中文摘要

隨著全球化及專業分工發展下，消費者面臨更多的本國、外國商品。並且，消費者對於各國的國家形象大都已經存在一些先入爲主的觀念。因此，產品的來源國在消費者進行產品評價時，扮演著重要的角色。此外，在現代全球化市場中，同一產品及品牌可能有不同的品牌來源國與製造來源國。除此之外，在實際的購物情境下，產品涉入與購買情境在消費者進行產品評價時，亦扮演著重要的影響角色。許多研究指出產品涉入是影響消費者產品評價的重要因素之一。因此，本研究將「產品涉入」變數納入此研究中，以期能驗證此效果。另外，在以行銷爲導向的市場中，行銷業者個個無不使出渾身解數來改變購買情境以獲得消費者之青睞。因此，「購買情境」已成爲影響消費者產品評價的關鍵因素之一。本研究使用2（品牌來源國之國家形象：高或低）×2（製造來源國之國家形象：高或低）×2（產品涉入：高或低）×2（購買情境：好或壞）實驗設計的方式，包含三次前測與一次正式實驗，獲得以下結論：(1)產品（數位相機與速食麵）品牌來源國之國家形象愈高（日本）時，則消費者對該產品的評價愈有利。(2)產品（數位相機與速食麵）製造來源國之國家形象愈高（日本）時，則消費者對該產品的評價愈有利。(3)購買情境對於製造來源國與消費者產品評價間的干擾效果非常顯著。代表購買情境有干擾效果。但是，產品涉入無干擾效果。
英文摘要

Followed by globalization and division of labor, consumers are facing with a variety of domestic and foreign products. Moreover, consumers may already have a preconceived idea over the image of each individual country. Therefore, product’s country of origin plays a significant role when consumers evaluate the products. Besides, currently on the globalization of the market, a same product and brand name may have different country of origin and country of manufacture. Other than this, under the actual shopping situations, product involvement and purchase situation also play a significant and influencing role when consumers proceed with product evaluations. Several studies indicated that product involvement is one of the important factors that influence the consumers' product evaluations. Therefore, this research has included the variable of ”product involvement” within the research, hopefully to verify its effect. In addition, in the marketing orientation, marketers would do their best to alter the purchase situation to gain the favor of the consumers. Therefore, ”purchase situation” has become one of the key factors that influences consumers’ product evaluations. In this study, we used a 2 (Country of brand: high or low image) × 2 (Country of manufacture: high or low image) × 2 (Product involvement: high or low) × 2 (Purchase situation: good or bad) between-subjects experimental design, including three pretests and one final test. The research subjects were 240 students from Tatung University. This study gets conclusions as follows: (1) Product (Digital camera and instant noodles) with higher country of brand image (Japan) has favorable product evaluations than that (Digital camera and instant noodles) with low country of brand image (China). (2) Product (Digital camera and instant noodles) with higher country of manufacture image (Japan) has favorable product evaluations than that (Digital camera and instant noodles) with low country of manufacture image (China). (3) The interaction of country of manufacture and purchase situation has significant influence on consumers' product evaluations. It means purchase situation has moderating effect.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. Agrawal, J.,W. A. Kamakura(1999).Country of Origin: A Competitive Advantage?.International Journal of Research in Marketing,16(4),255-267.
  2. Ahmed, Z. U.,J. P. Johnson,X. Yang,C. K. Fatt,H. S. Teng,L. C. Boon(2004).Does Country of Origin Matter for Low-Involvement Products.International Marketing Review,21(1),102-120.
  3. Anderson, E. W.,D. W. Gerbing(1988).Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.Psychological Bulletin,103(3),411-423.
  4. Assael, H.(1995).Consumer Behavior and Marketing Action.California:South-Western College Publishing.
  5. Batra, R.,M. L. Ray(1986).Affective Response Mediating Acceptance of Advertising.Journal of Consumer Research,13,234-249.
  6. Batra, R.,V. Ramaswamy,D. I. Alden,Jan-Benedict E. M. Steenkamp,S. Ramachander(2000).Effects of Brand Local and Non-Local Origin on Consumer Attitudes in Developing Countries.Journal of Consumer Psychology,9(2),83-95.
  7. Bauer, H. H.,N. E. Sauer,C. Becker(2006).Investigating the Relationship between Product Involvement and Consumer Decision-Making Styles.Journal of Consumer Behavior,5(4),324-354.
  8. Bilkey, W. J.,E. Nes(1982).Country- of- Origin Effects on Product Evaluations.Journal of International Business Studies,13(1),89-99.
  9. Blackwell, D. R.,P. W. Miniard,J. F. Engel(2001).Consumer Behavior.Harcourt, Inc.
  10. Chao, P.(1989).Export and Reverse Investment: Strategic Implications for Newly Industrialized Countries.Journal of International Business Studies,20(1),75-91.
  11. Chao, P.(1992).Partitioning Country-of-Origin Effects: Consumer Evaluations of a Hybrid Product.Journal of International Business Studies,24(2),299-306.
  12. Chao, P.(1989).The Impact of Country Affiliation on the Credibility of Product Attribute Claims.Journal of Advertising Research,12(2),35-41.
  13. Chao, P.(1998).Impact of Country-of-Origin Dimensions on Product Quality and Design Quality Perceptions.Journal of Business Research,42(1),1-6.
  14. Chao, P.(2001).The Moderating Effects of Country-of-Assembly, Country-of-Parts and Country-of-Design on Hybrid Product Evaluations.Journal of Advertising,30(4),67-81.
  15. Dholakia, U. M.(1997).An Investigation of the Relationship between Perceived Risk and Product Involvement.Advances in Consumer Research,24,159-167.
  16. Dodds, W. B.,K. B. Monroe,D. Grewal(1991).Effects of Price, and Store Information on Buyers' Product Evaluations.Journal of Marketing Research,28(3),307-318.
  17. Engel, J. F.,R. D. Blackwell,P. W. Miniard(1995).Consumer Behavior.New York:Dryden Press.
  18. Ettenson, R.,J. Wagner,G. Gaeth(1988).Evaluating the Effects of Country of Origin and the "Made in the USA" Campaign: A Conjoint Approach.Journal of Retailing,64(1),10-11.
  19. Gaedeke, R.(1973).Consumer Attitudes toward Products 'Made-In' Developing Countries.Journal of Retailing,49(2),13-24.
  20. Goldsmith, R. E.,J. Emmert(1991).Measuring Product Category Involvement: A Multitrait-Multimethod Study.Journal of Business Research,23(3),363-371.
  21. Gurhan-Canli, Z.,D. Maheswaran(2000).Cultural Variations in Country of Origin Effects?.Journal of Marketing Research,37,309-317.
  22. Hamzaoui, L.,D. Merunka(2006).The Impact of Country of Design and Country of Manufacture on Consumer Perceptions of Bi-National Products' Quality: An Empirical Model Based on the Concept of Fit.Journal of Consumer Marketing,23(3),145-155.
  23. Han, C. M.(1989).Country Image: Halo or Summary Construct?.Journal of Marketing Research,26(2),222-229.
  24. Hansen, F.(1972).Consumer Choice Behavior.New York:Free Press.
  25. Hanssens, D. M.,J. K. Johansson(1991).Rivalry as Synergy? The Japanse Automobile Companies' Export Expansion.Journal of International Business Studies,22,503-526.
  26. Hong, S. T.,R. S. Wyer(1989).Effects of Country-of-Origin and Product Attribute Information on Product Evaluation: An Information Processing Perspective.Journal of Consumer Research,16(2),175-187.
  27. Huber, J.,J. McCann(1982).The Impact of International Beliefs on Product Evaluations.Journal of Marketing Research,19,324-333.
  28. Insch, G. S.,J. B. McBride(1988).Decomposing the County-of–Origin Construct: An Empirical Test of Country of Design, Country of Parts and Country of Assembly.Journal of International Consumer Marketing,10(4),69-91.
  29. Johansson, J. K.,S. P. Douglas,I. Nonaka(1985).Assessing the Impact of Country of Origin on Product Evaluation: A New Methodological Perspective.Journal of Marketing Research,22,388-396.
  30. Knight, G. A.,R. J. Calantone(2000).A Flexible Model of Consumer Country-of-Origin Perceptions: A Cross-Cultural Investigation.International Marketing Review,17(2),127-145.
  31. Kotler, P.,D. Gerner(2002).Country as Brand, Products, and Beyond: A Place Marketing and Brand Management Perspective.Journal of Brand Management,9(5),249-261.
  32. Laaksonen, P.(1994).Consumer Involvement: Concept and Research.New York:Routledge.
  33. Lantz, G.,S. Loeb(1996).Country-of-Original and Ethnocentrism: An Analysis of Canadian and American Preferences Using Social Identity Theory.Advance in Consumer Research,20,684-689.
  34. Lastovicka, J. L.,D. M. Gardner(1978).Low Involvement Versus High Involvement Cognitive Structures.Advances in Consumer Research,5,87-92.
  35. Lewin, J. E.,D. Naveen(2004).The Influence of Purchase Situation on Buying Center Structure and Involvement: A Select Meta-Analysis of Organizational Buying Behavior Research.Journal of Business Research,58(10),1381-1390.
  36. Li, Z. G.,L. W. Murray,D. Scott(2000).Global Sourcing, Multiple Country-of-Origin Facets, and Consumer Reactions.Journal of Business Research,47(2),121-133.
  37. Liefeld, N.,A. Parkhe(1997).Importer Behavior: The Neglected Counterpart of International Exchange.Journal of International Business Studies,28(3),495-430.
  38. Liu, S. S.,K. F. Johnson(2005).The Automatic Country-of-Origin Effects on Brand Judgments.Journal of Advertising,34(1),87-97.
  39. McQuarrie, E. F.,J. M. Munson(1987).The Zaichkowsky Personal Involvement Inventory: Modification and Extension.Advances in Consumer Research,14,36-40.
  40. Nagashima, A.(1970).A Comparison of Japanese and U.S. Attitudes toward Foreign Products.Journal of Marketing,34(1),68-74.
  41. Neu, W. A.,S. W. Brown(2005).Forming Successful Business-to-Business Services in Goods-Dominant Firms.Journal of Service Research,8(1),3-17.
  42. O'' Shaughnessy, J.,N. J. O'' Shaughnessy(2000).Treating the Nation as a Brand: Some Neglected Issues.Journal of Macromarketing,20(1),56-64.
  43. Peterson, R. A.,A. J. P. Jolibert(1995).A Meta-Analysis of Country-of-Origin Effects.Journal of International Business Studies,26(4),883-900.
  44. Petty, R. E.,J. T. Cacioppo,D. Schumann(1983).Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.Journal of Consumer Research,10(2),135-146.
  45. Phau, I.,V. Suntomnond(2006).Dimensions of Consumer Knowledge and Its Impacts on Country of Origin Effects among Australian Consumers: A Case of Fast-Consuming Product.Journal of Consumer Marketing,23(1),34-42.
  46. Quester, P., A. L. Lim(2003).Product Involvement/brand Loyalty: Is There a Link?.Journal of Product & Brand Management,12(1),22-38.
  47. Richins, M. L.,P. H. Bloch(1986).After the New Wears Off: The Temporal Context of Product Involvement.Journal of Consumer Research,13,280-285.
  48. Richins, M. L.,P. H. Bloch,M. Edward(1992).How Enduring and Situational Involvement Combine to Create Involvement Responses?.Journal of Consumer Psychology,1(2),143-153.
  49. Roger, T. M.,P. F. Kaminski,D. D. Schoenbachler,G. L. Gordon(1994).The Effect of Country-of-Origin Information on Consumer Purchase Decision Processes when Price and Quality Information are Available.Journal of International Consumer Marketing,7(2),73-109.
  50. Roth, M. S.,J. B. Romeo(1992).Matching Product Category and Country Image Perception: A Framework for Managing Country-of-Origin Effect.Psychological Review,86(3),78-123.
  51. Samiee, S.(1994).Customer Evaluation of Products in a Global Market.Journal of International Business Studies,25(3),579-604.
  52. Samli, A. C.(1995).International Consumer Behavior: Its Impact on Marketing Strategy Development.Westport, Connecticut:Quorum Books.
  53. Schooler, R. D.(1965).Product Bias in the Central American Common Market.Journal of Marketing Research,2(4),394-397.
  54. Simon, H. A(1974).How Big is a Chunk?.Science,483,1-23.
  55. Srinivisan, N.,S. C. Jain(2003).Handbook of Research in International Marketing.UK:Elgar.
  56. Tan, C. T.,J. U. Farley(1987).The Impact of Cultural Patterns on Cognition and Intention in Singapore.Journal of Consumer Research,14,540-544.
  57. Terpstra, V.,C. M. Han(1988).Country-of-Origin Effect for Uni-National and Bi-National Products.Journal of International Business Studies,19(2),235-255.
  58. Thakor, M. V.,L. P. Katsanis(1997).A Model of Brand and Country Effects on Quality Dimensions: Issues and Implications.Journal of International Consumer Marketing,9(3),79-100.
  59. Thorelli, H. B.,Jeen-Su Lim,Jongsuk Ye(1989).Relative Importance of Country of Origin, Warranty, and Retail Store Image on Product Evaluations.International Marketing Review,6(1),35-46.
  60. Tse, D. K.,W. N. Lee(1993).Removing Negative Country Images: Effects of Decomposition, Branding and Product Experience.Journal of International Marketing,1(4),25-48.
  61. Verlegh, P. W. J.,Jan-Benedict E. M. Steenkamp(1999).A Review and Meta-analysis of Country-of-Origin Research.Journal of Economic Psychology,20(5),521-546.
  62. Wang, C. K.,C. W. Lamb(1983).The Impact of Selected Environmental Forces upon Consumer' Willingness to Buy Foreign Products.Journal of the Academy of Marketing Science,11(2),71-84.
  63. Wang, C. L.,Z. X. Chen(2004).Consumer Ethnocentrism and Willingness to Buy Domestic Products in a Developing Country Setting: Testing Moderating Effects.Journal of Consumer Marketing,21(6),391-400.
  64. Woo, K. S.,C. T. Ennew(2005).Measuring Business-to-Business Professional Service Quality and Its Consequences.Journal of Business Research,58(9),1178-1185.
  65. Zaichkowsky, J. L.(1985).Measuring the Involvement Construct.Journal of Consumer Research,12,341-352.
  66. 謝萬隆(1994)。國立台灣大學商學研究所。
print cancel