第五章 ：結論與建議
第五節 未來研究建議
在研究的過程中，我們發現若能將以下幾個因素納入考量，或許能使本研究模型 更加完善，也可作為未來相關研究之方向。
一、產品涉入程度
在過去的研究中指出來源國效應對於消費者在評估高涉入程度 (high-involve- ment) 產品時，是具有顯著的影響，然而對於消費者評估低涉入程度 (low-invove- ment) 的產品時，則可能因為其它調節變數的加入，而影響它們對於消費者評估的影 響 (Chang,2004; Li and Wyer,1994)。而當消費者對於某產品具有高度涉入程度時，
代表著他們對此產品較有興趣、較為了解、或是較常接觸此產品 (Zaichkowsky, 1985)，因此，我們可以推論消費者在購買此類產品時，可以對產品的產品資訊會較為 重視，而產品的來源生產製造國資訊或許就變為考量評估的重點。相反的，消費者在 評估低度涉入程度的產品，在對於此產品較不了解的情況下，可以較容易受到產品的 設計風格或產品的來源設計國資訊所影響。所以在未來的研究中或許可以加入產品的 涉入程度，進而去探討不同的來源國效應，在不同的產品涉入程度情況，對於消費者 產品評估是否會產生不同的影響。
二、產品類別
根據過去的研究 (Batra and Ahtola,1990; Hirschman and Holbrook,1982 ; Park, Jaworski, and MacInnis,1986)，在本研究我們將產品類別分為實用性產品與享樂性
產品，然而 Strahilevitz (1999)則將產品類別進而區分為四類，包含:實用性產品、
享樂性產品、具有實用性及享樂性特質的產品以及不具有實用性及享樂性特質的產品 等。在這四種產品類別中，較為特別的是加入同時具有實用性及享樂性特質的產品以 及不具有實用性及享樂性特質的產品，在同時具有實用性及享樂性特質的產品，像是 相機，消費者在購買此產品的動機，通常是為了幫自己拍照以留下美好的回憶，因此，
可以推論產品的來源設計國與來源生產製造國資訊，對於消費者在評估此產品可能都 會產生較大的影響，然而，在不具有實用性及享樂性特質的產品，像是一個橡膠製的 水果，此產品對於消費者來說可能較不具實用性及享樂性特質，消費者在評估此產品 時，對於產品的來源設計國與來源生產製造國資訊或許就較不重視。所以在未來的研 究中，或許可以將產品類別區分為這四種產品類別，並探討不同的來源國效應在這四 種產品類別中，對於消費者在產品評估的影響。
三、消費者民族優越性
在本研究實驗的受測者，其消費者民族優越性程度並不高(M＝3.32)，代表著本實 驗的受測者並不會本身的民族優越性問題而特別偏好本國產品，或不去購買外國產 品。然而過去的研究中 (Ahmed and d’Astous,2001; Dickerson,1982; Samiee)，曾 指出當受測者的消費者民族優越程度愈高，愈有可能影響消費者對於來自本國或外國 產品之評價，所以當具有高度民族優越性程度的消費者，不論在看到印象中好的/印象 不好的來源設計國與來源生產製造國資訊，可能都會因為不是來自本國的產品，而給 於較低度的評價。因此，在未來的研究中可以考慮在高度開發或已開發的國家消費者 作為實驗對象，去探討消費者的民族優越性程度以及此變數對本研究模型可能所帶來 不同的影響。
第六節 結尾
來源設計國資訊與來源生產製造國資訊在目前市場的產品行銷包裝上，已經慢慢 成為大家重視且廣泛使用之資訊，本研究之結果主要是想提供一些關於來源設計國資 訊與來源生產製造國資訊之運用給市場上的行銷人員，讓他們有一個遵循的方向，並 希望在來源國效應相關之研究，在理論基礎上有所貢獻。在此希望市場上的行銷人員 注意，不同的來源設計國資訊與來源生產製造國資訊，在不同的產品類別中，對於消 費者在產品的評估是會產生不同的影響，當在面對此資訊的處理時，應當更加謹慎小 心，以提高消費者對於自家公司產品的評估。
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附錄一: 前測問卷
產品分類與國家文化差異之問卷調查
(二)關於下列各國家之設計能力提出你的看法:
請根據你過去的經驗或認知，對於所列舉出的國家，當你認為該國家生產商品，
愈具有設計能力的，就圈選愈大的數字。相對的，當你認為愈不具有設計能力的，
就圈選愈小的數字。如 1＝極不具備好的設計能力；7＝極具備好的設計能力。
極不具備好的設計能力 極具備好的設計能力 1.美國……… 1 2 3 4 5 6 7
2.以色列……… 1 2 3 4 5 6 7 3.台灣……… 1 2 3 4 5 6 7 4.丹麥……… 1 2 3 4 5 6 7 5.日本……… 1 2 3 4 5 6 7
6.奧地利……… 1 2 3 4 5 6 7 7.瑞典……… 1 2 3 4 5 6 7
(三)關於下列各國家之生產製造能力提出你的看法:
請根據你過去的經驗與認知，對於所列舉出的國家，當你認為該國家愈具有好的 生
產製造能力，就圈選愈大的數字。相對的，當你認為愈不具有好的生產製造能力，
就圈選愈小的數字。如 1＝極不具備好的製造能力；7＝極具備好的製造能力
極不具備好的製造能力 極具備好的製造能力 1 韓國……… 1 2 3 4 5 6 7
2.印度……… 1 2 3 4 5 6 7 3.台灣……… 1 2 3 4 5 6 7 4.中國……… 1 2 3 4 5 6 7 5.俄羅斯……… 1 2 3 4 5 6 7 6.巴西……… 1 2 3 4 5 6 7 7.墨西哥……… 1 2 3 4 5 6 7
(四)請填寫您的基本資料 1.請問您今年幾歲?
2.性別: □男性 □女性
3.就讀學院: □工學院 □法學院 □理學院
□商學院 □人文社會學院 □其它
4. 每 月 可 支 配 金 額:
※ 此問卷到此結束，非常感謝您的耐心參與 ※
□小於 2,500 元 □2,501~5,000 元 □5,001~7,500 元
□7,501~10,000 元 □10,001 元以上
附錄二: 正式問卷
附錄二: 正式問卷版本
版本 來源設計國 來源生產製造國 產品類別
1 好的(日本) 好的(韓國) MP3
2 好的(日本) 不好的(中國) MP3
3 好的(日本) 好的(台灣) MP3
4 不好的(以色列) 好的(韓國) MP3
5 不好的(以色列) 不好的(中國) MP3
6 不好的(以色列) 好的(台灣) MP3
7 台灣 好的(韓國) MP3
8 台灣 不好的(中國) MP3
9 台灣 好的(台灣) MP3
10 好的(日本) 好的(韓國) 印表機
11 好的(日本) 不好的(中國) 印表機
11 好的(日本) 不好的(中國) 印表機