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題 名 | 品牌來源國、生產組裝地和消費者國族感對產品評價的影響=The Impact of Country-of-brand, Country-of-manufacture and Consumer Ethnocentrism on Product Evaluation |
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作 者 | 李奇勳; | 書刊名 | 聯合學報 |
卷 期 | 25 民93.12 |
頁 次 | 頁65-87 |
分類號 | 496.1 |
關鍵詞 | 品牌來源國; 生產組裝地; 國族感; 混血產品; 產品評價; Country-of-brand; Country-of-manufacture; Ethnocentrism; Hybrid product; Product evaluation; |
語 文 | 中文(Chinese) |
中文摘要 | 隨著國際運籌(global logistic)管理產銷模式的採行,在國際分工下到處充斥著品牌來源國(country-of-brand, COB)和生產組裝地(country-of-manufacture, COM)是不同國籍的混血產品。在來源國形象會影響消費者產品評價及國族感會影響消費者對本國和外國產品的信念與態度下,國際行銷業者實有必要深入了解COB、COM對產品評價的影響以及消費者在評價混血產品時國族感所扮演的角色。 因此本研究將來源國形象分為COB和COM二構面,以個人電腦產品為例,利用實驗設計的方式以COB和COM為自變數,消費者國族感為干擾變數,來探討它們對產品評價的影響。研究結果發現:(1)消費者重視COB的產品設計能力,而對COM則重視其製造品質方面的能力,(2)COB和COM均會影響消費者的產品評價,而且COB的影響力大於COM,(3)高的COB形象無法彌補消費者對低形象COM所產之產品的評價(即COB和COM沒有交互影響效果),(4)高國族感傾向的消費者對本國品牌或本國產製的混血產品其評價高於非本國籍的混血產品。文中並提出相關的管理意涵和後續研究的方向。 |
英文摘要 | With the increasing application of global logistic management model and the international cooperation, hybrid products due to COB (country-of-brand) and COM (country-of-manufacture) of different nationality are widespread. Since the image of country of origin affects product evaluation of consumers and ethnocentrism influences the concepts and attitudes of consumers on domestic and foreign products, international marketers truly need to realize both the impact of COB and COM on product evaluation and the role of ethnocentrism on the evaluation of hybrid products. The image of country of origin in this study is divided into two dimensions-COB and COM. To explore the impact of COB and COM on product evaluation, in terms of experimental design, the study takes personal computers for example as well as applying COB and COM as independent variables, and the consumer ethnocentrism moderator. The findings of the study indicate that: (1) Consumers focus on the capability for product design of COB whereas they focus on the capability for quality manufacturing of COM, (2) Both COB and COM influence the product evaluation of consumers; furthermore, the influence of COB is greater than that of COM, (3) High image of COB fails to make up for the product evaluation of low image of COM (i.e. interaction effect between COB and COM does not occur), (4) For consumers with high ethnocentrism, the evaluation of hybrid products of domestic brand or manufacture is higher than that of hybrid product of foreign brand or manufacture. The study also suggests related management implication and the direction for further research. |
本系統中英文摘要資訊取自各篇刊載內容。