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題名 | 產品來源國與正負面產品訊息對消費者態度的影響--以數位相機為例=The Effects of Country of Origin and Positive/Negative Information on Consumers' Attitudes: A Case Study of Digital Camera |
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作者 | 邢姍姍; 陳澔妡; 周峰莎; Hsing, San-San; Chen, Hao-Hsin; Chou, Feng-Sha; |
期刊 | 北商學報 |
出版日期 | 20070700 |
卷期 | 12 2007.07[民96.07] |
頁次 | 頁43-63 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 來源國; 正負面產品訊息; 知覺風險; 消費者知識; 消費者態度; Country of origin; Positive/negative information; Perceived risk; Consumers' product knowledge; Consumers' attitudes; |
中文摘要 | 本研究主要探討來源國與正負面產品訊息對消費者態度的影響,並加入知覺風險及消費者知識為干擾變數,探討來源國與正負面產品訊息效應是否會因消費者的知覺風險及產品知識程度的高低而有所不同。 本研究以數位相機為實驗標的,採用3×2多因子實驗設計,並以變異數分析驗證研究假說。研究發現:來源國與正負面產品訊息對消費者之態度有顯著影響。消費者對於日本與臺灣所產製之數位相機,有較佳之產品態度,其購買意願也較高;對於來自中國的數位相機,整體態度較差。除此之外,來源國和正負面產品訊息之交互作用分析發現:日本與中國在來源國形象較為極端的情況下,正負面訊息的影響較輕;對中等來源國形象之國家--臺灣,有最強烈的影響,消費者態度有明顯的改變。最後,當消費者具有較高的知識水準以及當產品來源國為臺灣時,正負面產品訊息對消費者態度的影響較會更為強烈。 |
英文摘要 | This article examines how perceived risk and consumer knowledge moderate the impacts of country of origin and positive/negative information on consumers' attitudes. With the use of digital camera as the test object, a 3 (Japan, Taiwan, and China) X2 (positive and negative information) factorial experiment was designed. Research results show that the main effects of country of origin and positive/negative information are both significant, Moreover, based on interaction effect analysis, when the product is made in Taiwan, and when consumers have high product knowledge, the impact of positive/negative information tends to be the strongest. Finally, this study concludes by discussing managerial implications and making suggestions for future research. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。