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頁籤選單縮合
題 名 | 產品知識及來源國形象對顧客滿意度之影響--Elaboration Likelihood Model之理論應用=The Influences of Product Knowledge and Country of Origin Image on Consumer Satisfaction--An Implication of Elaboration Likelihood Model |
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作 者 | 邱志聖; 巫立宇; 陳仲熙; | 書刊名 | 管理學報 |
卷 期 | 18:2 2001.06[民90.06] |
頁 次 | 頁185-212 |
分類號 | 496.7 |
關鍵詞 | 顧客滿意度; 來源國形象; 產品知識; Consumer satisfaction; Country of origin image; Product knowledge; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要在探討當消費者無法正確評量產品績效時,來源國形象對產品期望和顧客滿意程度的影響是否會因消費者的產品知識程度不同而有所不同,另外,試圖去瞭解具有不同產品知識程度的消費者,其顧客滿意度的決定因素究竟為何。研究結果發現,若受測者無法正確評量產品績效,則當受測者的產品知識程度低時,來源國形象對購買前的期望有顯著的影響,且期望是決定顧客滿意度的主要因素,此時來源國形象會顯著影響顧客滿意度;反之,當受測者的產品知識高時,來源國形象對期望不會有顯著影響,但期望亦是決定顧客滿意度的主要因素,此時來源國形象不會顯著影響顧客滿意度。另外,實驗結果也證實,顧客滿意度會顯著影響受測者的購買意願。 |
英文摘要 | This research investigated the differential impact of country of origin on product expectation and satisfaction when consumers have different levels of product knowledge. An experiment with a 2("Made in Taiwan”versus“Made in Italy”)×2(high versus low product performance)×2(high versus low product knowledge)factorial design was conducted for the empirical test. The product used in the experiment was cotton material. Product expectation, perceived product performance, disconfirmation, customer satisfaction, objective product knowledge of the cotton material were measured. The results showed that when consumers had low level of product knowledge in both concept evaluation and product evaluation stages, country of origin would effect product expectation. Product expectation is the key determinant of customer satisfaction. On the other hand, when consumers had a high level of product knowledge in evaluating the product concept, but have no ability in distinguish product performance, country of origin would not effect product expectation. However product expectation is still the key determinant of customer satisfaction. Finally, customer satisfaction also has a significant effect on consumers’ purchase intention. |
本系統中英文摘要資訊取自各篇刊載內容。