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來源設計國與來源生產製造國資訊對於消費者商品評估之影響 = Impact...

國立高雄大學經濟管理研究所

來源設計國與來源生產製造國資訊對於消費者商品評估之影響 = Impacts of Country-of-Design and Country-of-Manufacture on Consumer Product Evaluation

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Impacts of Country-of-Design and Country-of-Manufacture on Consumer Product Evaluation
作者:	詹德耀,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2008[民97]
面頁冊數:	182面圖，表 : 30公分;
標題:	來源國效應
標題:	Country-of-origin (COO)
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/93995374874724513568
附註:	指導教授：張純端
附註:	參考書目：面70-76
摘要註:	在國際行銷的研究領域裡，來源國效應 (country-of-origin) 一直是被廣為探討的議題。關於這方面研究發現產品的來源國資訊會影響消費者對於產品的評估，特別是在消費者不熟悉來自於特定進口國家的產品時。此時，該國家給於消費者的印象在來源國效應中就扮演著非常重要的角色，國家印象的形成往往是依據此國家的經濟發展程度、國際政治地位及科技發展等來做為判定的標準，漸漸的在消費者心中便成為一個刻版印象 (stereotypical images)，並成為消費者評估產品過程中所考量依據。在本研究中我們將來源國效應區分為來源設計國資訊 (country-of-design) 與來源生產製造國資訊 (country-of-manufacture)，進而去探討這兩種不同的來源國效應在實用性產品與享樂性產品中，對於消費者產品評估所造成的影響。本研究實驗為2×2×2之三因子完全設計，研究模型為消費者印象中國家的設計能力(印象中好的與印象中不好的) ×消費者印象中國家的生產製造能力(印象中好的與印象中不好的) ×產品類別(實用性與享樂性)，共有8組實驗版本。研究結果顯示，來源設計國資訊在享樂性產品比在實用性產品，對於消費者產品評估較具影響性。相反地，來源生產製造國資訊在實用性產品比在享樂性產品，對於消費者產品評估較具影響性。然而當產品資訊含蓋兩種來源國資訊時，若為一個印象好與一個印象不好的情況，在享樂性產品比在實用性產品，對於消費者在產品的評估產生更負面的影響。本研究之結果除了擴展延伸來源國效應的理論基礎，也同時能提供行銷上實務應用之參考。 Exploration of country-of-origin effects (COO) is one enduring issue in the study of international marketing. The cross-scholar consensus appears to be that COO does influence consumer perceptions, especially when consumers are not familiar with a foreign product. Previous studies suggest that consumers maintain stereotypical images about foreign and their own counties and that these stereotypes may cause detrimental effects on product evaluation. The case is salient when consumers perceive products from developing or less-developed countries. Because of the rapid growth in global sourcing, hybrid products (i.e., product designed in a developed country but manufactured in a developing country) have become common to multinational corporations. Therefore, the present study extends research of COO by decomposing the COO effects into two subcomponents: country-of-design (COD) and country-of-manufacture (COM) effects. Effects of COD and COM are proposed to be contingent on product type (i.e., utilitarian or hedonic nature). This research investigates consumer perceptual differences of product evaluation in a 2 (COD valence: favorable COD image vs. unfavorable COD image) x 2 (COM valence: favorable COM image vs. unfavorable COM image) x 2 (product type: utilitarian vs. hedonic) full-factorial design. The overall findings support the general proposal that perceptions of product evaluation on different product types are closely related to the cues of COD and COM. The experimental results indicate that COD information is more influential on product evaluation of a hedonic product than an utilitarian product. On the contrary, COM information is more influential on product evaluation of an utilitarian product than a hedonic product. Furthermore, When a product with an unfavorable COD image or an

來源設計國與來源生產製造國資訊對於消費者商品評估之影響 = Impacts of Country-of-Design and Country-of-Manufacture on Consumer Product Evaluation
詹, 德耀

來源設計國與來源生產製造國資訊對於消費者商品評估之影響 = Impacts of Country-of-Design and Country-of-Manufacture on Consumer Product Evaluation / 詹德耀撰 - [高雄市] : 撰者, 2008[民97]. - 182面 ; 圖，表 ; 30公分.
指導教授：張純端參考書目：面70-76.
來源國效應Country-of-origin (COO)

來源設計國與來源生產製造國資訊對於消費者商品評估之影響 = Impacts of Country-of-Design and Country-of-Manufacture on Consumer Product Evaluation
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