Chiao Da Managemenl Review Vol. 29 No. 2, 2009
pp.21-45
來源、國效果對消費者採用文化創意產
品意願之研究
Country-of- Origin Effect on Consumer's Adoption of
Cultural &
Creative Products
陳紛里 1 Hsiu-Li Chen 銘傳大學國際企業學系
Department. of International Business, Ming-Chuan University 張智鈞 Zhu-Chun Chang
橡 i尿橡膠企業有限公司業務部
Department of Sales, Shian-Yan Rubber CO., LTD
摘要:自 1960 年代以來 , 來源、國效果對消費者購買行為的影響,便受到專家 學者的興趣與注意 。 另一方面,在全球化的背景下,消費者較以往有更多的 機會接觸其他國家的文化創意產品 。 而過去文獻在來源、國效果的研究上,鮮 少著重在文化創意產品土 。 據此,本研究擬探究來源、國效呆對文化創意「核 心產品 」 與 r ~遺產品 」 之購買意願'並 T 解國家熟悉度的干擾效果、以及 文化產品類別間的關聯效果 。 本研究實證之 「核心產品 」 為電視劇及工藝設計, r ~邊產品 」 為旅遊 。 產品來源、國包括美國、日本、全灣、韓國 。 其主要結論為 (l )COO 形象會 透過態度,進而影響消費者購買/~采用該國文化創意產品之意願。 (2) 消費者對 核心產品之態度會影響其對週造產品的購買意願 。 (3)COO 形象對文化產品 態度的影響受到 「 國家熟悉度」 所干擾 。 (4) 關聯效果存在 。 亦即,消費者會 以該國較為熟悉的文化產品推論較不熟悉的文化產品 。 關鍵字:文化創意產品;來源、國;關聯效果
Abstract: Since the mid-1960s, numerous researches have successfully employed
1 Corresponding author: Department of Intemational Business, Ming-Chu個 Unive凹ity, T,剖pel City, T,副W且 E-mail: h1chen
@m
cu.edu.tw22 Countr -of-Origin Effec/ on Consumer
s
Adop/ion ofCul/ural & Crea/ive Produc/scountry-of-origin (COO) in eva1uating consumers' purchasing decisions. On the other hand, on the context of globa1ization, consumers have more opportunities to select cultura1 & creative produ的 (C&C products) from foreign countries Previous studies on ana1yzing COO effects seldom focus on C&C products. To fill up the gap, this study tries to examine COO effects on the purchases of a ∞re as well as a peripheral C&C products. Moreover, this study 剖 so tests the intervening effect of coun甘y familiarity on COO and consumer's attitude toward C&C product and the association effect between different C&C product categories
The empirical results of this study are as follows. (1) COO effect will influenc串 consumers' attitudes toward the C&C product and in tum influence their purchase/adoption intentions. (2) Consumers' attitudes tow訂d the ‘∞時, C&C product positively affect their purchase/adoption intentions on the
‘
periphera1 'C&C product. (3) ‘Country familiari旬, has an intervening e宜ect on COO and consumer's attitude toward the core C&C products. (4) There is an ‘assoclatlOn effect' , 間 , consumer will infer the qua1ity of an unfamiliar C&C product category from the qua1ity of a familiar C&C product category
Keywords: Cultural and creative product; Country of origin; Association effect
1.
Introduction
lt has been genera11y agreed that consumers eva1uate a product on two information cues: intrinsic cues (e.g., design, performance) and extrinsic cues (e.g., price, brand name, warranty, coun旬-of-origin (COO)) (Han, 1989; Han & Terpstr
a,
1988; Verlegh et al. 2005). For intemationa1 products, especia11y those which consumers are not familiar wi曲, extrinsic cues become important information so凹ce for consumers to eva1uate the products. (Han, 1990; Hong, 1992; Kolter & Gemer, 2002). 的 the trend of globa1ization,
consumers have more chances to adopt and purchase foreign products nowadays. In such a circumstance, will consumers regard country-of-origin as an information cue in eva1uating a foreign product? In other words, in the context of globa1ization, doescountry吋ιongm effect play an important role for consumers to assess 出e
Chiao Da Management Review Vol. 29 No. 2, 2009 23
In addition, ‘cultural industrγ2 has received much attention re臼ntly. In
Taiwan, people gradually a∞ept foreign culture. According to the defmition made by Taiwan's Council for Cultural A1fairs (2002 個d 2004), c叫他ral and creati ve industries (C&C in心甘ies) are derived from cultural accumulation. By 趾
application and formation of intellectual property, the C&C industries could create wealth and employment and promote national living environment.
Furthermore, the Council for Economic Plaruúng and Development (CEPD) in Taiwan defines the cultural and creative industries as follows: (1) 'Cul旭re
industrialization' indicates the use of creative culture to promote consumer products; (2) ‘industry culturalization' indicates the use of cultural design to increase products' added values. Previous studies on COO effect mostly focus on
physiωI products and seldom on non-physical products such as creative products (e.g., performing 剖, film and video). To our best knowledge, there is no literature that examines the COO effect on the adoption of cultural and creative produc包
(C&C products). As cultural and creative products often display certain social custorns or rituals of a coun旬, they are di能rent from other consumer products.
F or this reason, the first p山pose of 也is study attempts to investigate if COO effect has a significantly impact on a consumer's adoption of domestic vs. foreign cultural and creative products. A
LISREL
model is employed to analyze the above effect.The Council for Economic Planning and Development in Taiwan c1assified the cultural and creative industries into the
‘
core indus師的, and the‘
peripheral industries'. The core industries include the following 13 industries: ‘advertising' ,‘architecture' , ‘訂t & antiques market', ‘crab', ‘dESigE', ‘designers fashion', 明1m', ‘interactive leisure so企ware', ‘ music' ,‘performing artsγpublishing' ,
‘ so丘ware and computer services', and
‘
television and radio'. On the other hand,出e 'peripheral indus甘ies' are the indus甘ies which use the concept of the core industries and apply them to related areas. Hence, the core indus崗位 are the bases
2 'Cul阻ral ind凶try' is proposed by Adorno & Horkheiner (1947) in their book ‘Dialektik der aufkl街M屯 After 出e following 60 y甜甜, di仔erent definitions of cultural indus甘ial are proposed. Throsby & David (2001) in 出eir book ‘Econornics and Culture' suggest 四l旭raland creative indus甘y should have three features
24 Countr -of-Origin EjJect 011 Consumer
s
Adoption ofCultural & Creative Productsof the C&C products, and the peripheral industries apply the concept of core C&C product industries. For example, the development of tourism industry (a peripheral C&C industry) should be dependent on architecture, crafts, and art
indus甘ies (a core C&C indus甘y). The comparisons of the core C&C indus甘y
categories of England, Hong Kong, New Zealand, Kore
a,
and Taiwan are shown in Table A 1. With this in mind, the second purpose of this study is to examine if consumers' artitudes toward the ∞re C&C produc的 will influence their purchase intentions on peripheral C&C products. If this e宜ect ex悠悠, this study will further compare the argument QfCOO effects on the purchase intentions between a coreproduct and a periphe叫 product
Moreover, previous studies have shown that COO has greater effects on purchase intention when consumers are not familiar with the products than when they are (H徊, 1990). In 0伽r words, when consumers 的 not familiar with the
coun旬'5 products, they may use COO to evaluate the products so as to simplify the complex choi∞ pro臼sses. Although, several studies have answered the COO effect on consumers' purchase intention, this paper is the first one to examine if
coun甘y f;街niliarity has an intervening effect on COO and consumers' attitudes toward foreign products. Moreover, to our best knowledge, there is no paper examining the COO effect on foreign cultural and creative products. Therefore,
the third purpose of this study is to investigate if country familiarity has intervening effect on COO and consumers' attitudes toward cultural and creative products.
Finally, for the generality of ∞untry image, consumers may rate specific attributes of a coun甘y's products in accordance wi出 their overall perception of the products when they are not familiar with the country's products. Given thi丸
the fou付1 purpose of this study is to examine if consumers will infer quality of a product from their image on other products produced by the same ∞ untry. In other words, there may exist a significant association among in1ages of different product categories
Specifically, this study shall assess: (1) the direct effect of COO on consumer attitude toward C&C product and the indirectly effect of COO on consumer purchase intention; (2) 也e effect of consumers' attitudes toward core
Chiao Da Management Rev;,凹陷1. 29 No. 之 2009 25
C&C products on their purchase intention on the peripheral C&C products; (3) the intervening effect of country familiarity between COO effect and consumers' attitudes tow訂d the C&C products; (4) the existence of association effect between an fm泊 liar C&C product and the other unfamiliar C&C products
2. Literature Review and Hypotheses
As note above, numerous researches have been successful in evaluating the effects of
coo
3 (or country image) on consun肘 's choice behavior for the past four decades. According to Usunier's estimation (2006), more than 400 academic (peer-reviewed) papers dealing with the influence of a product's COO on consumers' product evaIuations have been published. 叮lese research incIudes 出edefmitions for country irnage and COO, COO effects across different consumer backgrounds (e.g., nationality, patriotism, lifestyle), and COO effects on different product categori郎, etc. Schooler's (I965) is the first articIe to prove 伽 influence
of the COO on consumers' evaIuations. Since then, the literature has studied the COO image in a number of countries and for many indus的aI goods (e.g., Nagashima, 1970; Schooler, 1971). However, Bilkey and Nes (1982) argue that COO is only one at甘ibute 缸nong the many 由at characterize a product. A product may process intrinsic at仕ibutes and extrinsic at甘ibutes. Therefore single-cue
studies tend to over-estirnate the impact of COO. Since the 1980s, researches on COO have focused on multi-at甘ibute studies by adding marketing variables, environmental variables, price, and store, etc. into the anaIysis (e.g., Bilkey and Nes 1982; Han and Terpstr
a,
1988; Martin and Eroglu, 1993; Cho and Kan皂, 2001; VerIegh el al. 2005).Previous studies aIso have different definitions for COO. For example
,
Nagashima (1970) gives a good point for profiIing the coun旬 image. He states that coun旬 image is the picture, the repu個.tion, and the stereotype thatbusinessmen 個d consumers give to products of a specific ∞m昀.百廿smage is
3 Following the trend of globalizati凹, m血y companies use OEM s回tegies 晶 a substitute for direction p叫uction. As a result, a product's coun昀-<lf-也rigin may not indica.扭曲e product's
26 Countr -of-Origin Effect on Consumer
s
Adoption ofCultural是 C,凹tive Produclscreated by such variables as representative products, national characteristics, economic and political background, history, and 甘aditions. Martin & Eroglu (1993) define country image as the total of all descripti間, inferential and
info口national beliefs one has about a particular coun甘y. Therefore, in order to operationalize the definition, it is necessary to determine the relevant underlying dimensions of this construct, n誼nely, the cons甘uct's domain are political, e∞nomic, technological, and social desirability. Based on Bilkey & Nes (1982),
Han (1989) defines country image as consumers' general perceptions of quality for products made in a given coun的人 Ro由& Romeo (1992) further identify
coun甘y Image as a consume時, overall perception for products from a particular
coun甘弘 based on their prior perceptions of the country's production and marketing s甘engths and weaknesses. Therefore, four dimensions of coun甘y image become app缸ent: innovativeness, design, presti阱, and workmanship. In sum, 也c definitions of COO or country image could be divided into two categories: the
‘
overall' image of a country and the‘
specific' image for a particul前 product from a glven coun吋. This study adop包 the viewpoints of Han (1989) and Roth & Romeo and defines the COO as consumers' image on a ‘particul缸, product from aglven ∞untry
In addition to the discussions on COO definition. the literature has also examined COO effects on consumer purchase intentions across culture or in different demographics, e.g., age (Domoff, Tankersley & Whi筒, 1974; H凱, 1988;
Hutchens, 1989; Wall and Heslop, 1986), gender (Schooler, 1971; Festervand, Lumpkin and Lundstrom, 1985; Wall, Hofstra and Heslop, 1989), education (Domoff, Tankersley & White, 1974; Festervand, Lumpkin and Lundstrom, 1985), income, (Hutche郎, 1989; Wall and Heslop, 1986), race (Schooler, 1971),
geography (LaTour and Henthome, 1990), nations and consumer patriotism (Nagashim
a,
1970; Shimp and Sharma,
1987; H徊, 1988). For example, Schooler(1971 )“lds 血at female consumers give higher evaluations on forei伊 products
th組 male consumers. Wall, Hofstra and Heslop (1989) find that consumers'
education levels could influence their evaluations on product qualities and in tum inf1uence their purchase intention. Johansson, Douglas and Nonaka (1985) argue that consumers with di宜erent national backgrounds may give di宜erent
Chiao Da Management Review Vol. 29 No. 2, 2009 27
evaluation on foreign products. Finally, Hong
&
yi (1992) also frnd that consumers' national background do infIuence the COO effect on the evaluation of foreign products. They show that Korean consumers have higher negative attitudetow,紅d foreign products than American consumers.
Based on the preceding discussions
,
we can infer that COO does infIuence consumers' evaluations on foreign produc包 Jn other words, COO is an irnportant cue when consumers evaluate the quality offoreign products. According to Bilkey & Nes (1982), COO will infIuence consumer's perceived quality on foreign products. Also, Berkrnan & Gilson (1986) state an attitude is an enduring organization of rnotÎvational, ernotional, percep個al , and cognitive processes with respect to sorne aspect of our environrnent. lf a consumer has rnore positive attitude toward the product, then he will have a higher purchase intention on the product. A1so, Han (1990) indicates 出at the rnore positive COO irnage on a certain country, the more positive attitude a consumer has toward the products企orn the country. Li & Dant (1997) also assume that a consumer will tak.e COO as an information cue to assess the product quality frorn different countries and this information cue will in turn inf1uence the consumer's purchase intention. C&C products are created by artists and with particular original and unique properties.
Therefore, a C&C indus住y is the econornic activities based on culture and 訂L
which is an experience and a valuable product (Shah, 2002). ηlUS, the following hypothesis is proposed:
H1: COO has a positive inψact on consumers' attitudes toward C&C products.
Furthermore, 凹nsun世間 , attitudes toward C&C produc釘 have a positive
znψact on their purchase intentions. ln other words
,
consumers' attitudes have mediating e.JJ
ects.Moreover, as rnentioned earlier, a peripheral C&C product is 組 extension
of the core product. However, little research has been dealt with the relationship between a peripheral C&C product and a core C&C product. Previous studies have shown 也at consumer attitude toward a parent brand has a positive irnpact on the purchase intention of its extending brand (Aaker & Keller, 1990; Keller, 2003). For exarnple, the prevailing of Kore徊。r Japanese TV drarnas (a ∞re C&C
28 Counlr -01- Origin Effecl on Consumer s Adoplion ofCullural & Crealive Products
product) in other Asian countries has created a
‘
Korean wave' or a‘
Japanese wave' which has promoted the tourist industry (a peripheral C&C product) in the two countries. 8ased on 曲的 property, we propose the following hypothesis:H]: Consumer attitude toward a country's C&C product has a significantly
positive effect on his purchase intention on the peripheral C& C product.
Han (1990) indicates that country image is more Iikely to influence consumers' attitudes towards a brand when Consumers are not familiar with the country's
products than when they are. Pecotich & Rosenthal (200 1) a1so point out that
consumers may have negative attitudes toward a country's products when 由eyare not familiar with the country. For C&C products, if consumers are familiar with a
coun旬, they are likely to be familiar with the implication or idea of the C&C
product from the coun甘y and therefore, have positive consumers' attitudes toward the C&C product from the country. Consequently, we propose the following hypothesis
Hj: Country familiarity lIas intervening effect. In other words, tlle positive
電ffect ofCOO 尾ffect on consumers' attitudes toward the C&C product is
higller when consumers' count.砂 familiarities increase.
Finally, Han (1990) a1so indicates that a ∞nsumer may infer the quality of a product category from a given coun甘y 企om their perceived quality of other categories or products in general from the country. That is, there exists a strong association effect between images of different product categories. For example,
consumer may perceive that Japanese products in gener剖 are technologically advanced because Japanese consumer electronics or automobile are
technologically advanced. There is no research uses this ∞ncept on examining C&C product categories, vice versa. This statement leads to the following
hypothesis:
H4: Consumers tend to infer the quality of a product from a given count.ηfrom
their perceived quality of other products from the country in generaL
Chiao Da Managemenl Review 均1. 29 No. 2, 2009 29
dimensions: 'COO', consumers' attitudes toward the C&C products, purchase
intentions ofthe core and peripheral products. Moreover, coun叮 familiarity plays
as an intervening variable
Figure 1
The Hypothesized Model ofThis Study
Coun甘ies fi血niliarity
,--
---
---H3 Product attitude
COO (for core C&C
product)
3. Methodology
3.1
Variables Definition and MeasurementsAccording to Figure 1, the model includes COO, attitude toward C&C product
,
purchase intention on the core and peripheral products. The variable 's assessments and measurements are shown in Table 1.Countries and Products
The following countries will be considered in 也is study: USA, Japan, Taiwan, and Korea. These countries are selected for two reasons. First,
30 Countr -of-Origin Effecl on Consumer S Adoplion ofCullural & Crealive ProdUC1S
Taiwanese are more familiar wi由 the culture of these countries. Second, the level of a foreign countrγs economic development may play an impo此ant role when
consumers evaluate the product from this country. To this end, this study pu巾。sely selects two developed countries (USA and Japan) and two newly developed countries (Taiwan and Korea) 的 the target counties.
Table 1
Variables Definitions and Measurement
dimer尬的ns/references
COOI
Han (1990)
Attitude loward C&C
productl Han (1990), Sheth, 恥1ittal & Newman
(1999), Solomon (2∞ 7) Consumer p叮晶晶e intention/ Han (1990) Country f:缸niliarity
Roth & Rom閱 (1992)
variables Tech. advance
measurement
presl1ge 甘1e COO dimension is 扭扭扭。d with five measures,
workmanship which is measured on a seven-poinl scale ranging
Price from 'very agree' 10‘strongly disagree' servlce
a由此臼 ve
cogrut.J.ve
A consumer 's rating of a producI is me自叮ed on a
seven-poinl scale anchored from 冶∞d'10 ‘bad' A consumer's rating of a producl's overall quality is
measured on a seven point scale anchor叫告om ‘overall excellenl quali旬,10 ‘ ov前all poor quali秒,
The subject'5 in扭曲。n to purch品e a given C&C
produc阻 me晶ured on a five point scale anchored
from 'w。叫 d definilely inlenl 10 bu吵, and ‘wo叫d
definilely n的1 inlend 10 buv'
A ∞ns山ner's co凹 try famíliarity for a give country
is measured on a seven po曲1 scale anchored from V回y famíli缸,10 ‘V咽y unfi缸nili缸,
Source: Collecled by the author for this study
Next, TV drama and craft are selected as the ∞re C&C products and truism is selected as the peripheral C&C product. These C&C products are selected
because: (1) Japanese and Korean TV dramas have been popular in Taiwan
recently;ο) according to a report published by CEPD entitled
“
Challenging 2008 country development and planning (2002-2007)", CEPD selects craft as a priority industry for coun甘y development. Therefore, the craft indus甘y be∞mesChiaoDaMa間Igemenl Review Vol. 29 No. 2, 2009 31
for Cultural Aff也蹈, Ti剖wan); (3) The Korean wave and Japanese wave in Taiwan
resulted from the TV 街剖nas 台om the two countries have boosted 出E 甘Ul sm
indus師的 in Korea and Japan. In the pre-test conducted by tbis study, 50 persons
were asked to answer the following open-ended question
‘
Please select twoindustries or activities that 訂e promoted by the TV 也迦na or craft? Truism tums
out to be the one which is mentioned most frequently. F or tl山 reason,甘uisrn is
set to be the peripheral product 3.2 Reliability and Validity
The Cronbach's a coe伍cients of each dimension 位e I位咎由an 0.74
,
indicating a reasonable degree of reliability for the construct. In evaluating the
validi旬, the construct validi可 tested by KMO is 0.9 for COO dimension and 0.79
for attitude dimension. They are a1so significan
t,
which imply our questionnairehas good cons甘uct validity.
4.
Analysis and Results4.1 Preliminary Data Analysis
This study uses quota sarnpling technique" Out of the to個I sarnple of 500,
302 questionnaires were retumed, yielding a response rate of 60.4%. After
deleting incomplete questionnaires, 275 (or 55 %) questionnaires are deemed
usable. The responden臼 include 36.7% male; 61.5% aged under 由e category of
20-24; 56.7% have college or higher education; 73.45% respondents inhabited in
• The reliability for each dimension is 品 follows: (J) TV drama' s COO dimension: USA is
0.8343, Japan is 0.8699, Taiwan is 0.9156, Korea is 0.91 詞; (2) consumers' attitudes toward the
C&C produc臼 USA is 0.7241. Japan is 0.7227, Taiwan is 0.7801, and Kor曲時 0.7183 (3)
Craft's COO dimension: USA is 0.8953, Japan is 0.9004, Taiwan is 0.8958, and Korea is 0.9326;
(4) consumers' attitudes toward the C&C produc個 USA is 0.7102, Japan is 0.7276, Taiwan 咕 。 7012, and Korea is 0.7824
,
According to Taiwan 's DGBAS (Directorate General of Budget, Accounting and Statistics,Ex間utive Yuan) definition, this study divid自由e population in Taiw叩 into three m句 or are值
甘le nO吋1 訂閱 including Taipei, Tauoyu曲, 1-1間, Hsin-tsu, and Keelung has about 45% of 出e
population. The south ar且 which includ自 Miao-li, Taichung, Chang-hua, Nan-tou, Yuan-I泊,
Taitung, Hua-lien has about 28% of the popu1ation. The rest 訂閱 has about 27% of the
32 COUl7lr -of- Origin E.ffec/ on Consumer s Adop/ion ofCul/ural & Crea/ive Produc/s
Taipei area, 13.45% in Kaohsiung area and 13.10% in other areas
Table 2 shows the average scores ofCOO, attitude, and purchase intentions
For TV dram
a,
Japanese TV drama has the highest averaεe score (5.45) in theCOO dimension and Taiwan has the lowest score (4.08). It indicates that respondents regard Japanese TV drama has created the best COO image. For craft,
Japanese craft a1so receives the highest score (5.66) and Kore個 craft has the lowest score (4.54). With respect to the purchase intention dimension, respondents have the highest intention in watching Japanese TV drama (3.68) and have the lowest intention in watching Taiwanese TV drama (2.59). For product familiari旬, respondents have significantly higher product familiarity in TV drama than in
Table 2
Average Perceived Values of Country Images for TV Dramaand Craft
Source country TV drama Craft
dimensions Variables USA Japan Taiwan Korea USA Japan Taiwan Korea Tech advanced 5.27 5.61 4.29 5.17 4.93 5.87 5.20 4.70 COO Prestige 5.58 5.78 4.29 5.44 4.96 5.86 5.23 4.70 Workmanshi p 5.23 5.75 4.05 5.15 4.92 5.9 5.17 4.61 Price 5.07 5.38 3.95 4.88 4.79 5.43 4.87 4.39 Service 4.27 4.73 3.84 4.55 4.71 5.22 4.52 4.29 Average 5.08 5.45 4.08 5.04 4.86 5.66 4.99 4.54 Overall quali ty 5.15 5.71 4.31 4.87 4.84 5.83 5.01 4.61 Attitude Overall evaluation 4.75 5.39 4.37 4.69 4.43 5.43 4.84 4.25 Average 4.95 5.55 4.34 4.78 4.64 5.63 4.92 4.43 CoreC&C 3.25 3.68 2.59 309 3.24 3.90 3.49 3.04 Purchase pr吋 uct
mtentton Peripheral C&C product
Country USA Japan T剖wan Korea
Tourism 4.17 4.37 3.89 3.76 Familiarity Coun句 3.96 4.35 5.76 3.60 f由niliarity Product familiarity 4.88 3.88
Chiao Da Management Re叫凹,的1. 29 No. 2, 2009 33
craft (T-value=12.208 p<O.OI). In terms of country fami1iari旬,
respondents regard Taiwan as the most fami1iar country and Korea as the 1east fami1iar country (F-value =150.548 ' p<O.OOI). The order of these variables is shown in Table 3.
Table 3
Rankines of Consumers' Attitudes Toward the C&C products
COO
Attitude toward ωre
C&C produc阻
Purchase intentÎon in C&C products Purchase intention on
peripheral C&C product
TVdrama Higl>• Low
Craft
H妙→ Low
Japan USA Kore泡 Taiwan Japan Taiwan USA Korea
Japan USA Korea Taiwan Japan Taiwan USA Korea
Tourism industry
Japan Korea Taiw缸, Korea
4.2
Hypotheses TestsThe proposed model is estimated by using LISREL technique (Jöreskog &
Sörbom, 2003), and the path diagram of the hypothesized model is shown in
Figure 2. Before assessing 也e hypothesized relationsmps, discussions about the
goo伽ess of fit for the whole model and the measurements are in order. First of a\l
,
the goodness of fit for the whole model appears to be good across ωun師的組d produ叫 Table 4 shows GFI ,附FI ,個d NFI are gre伽岫 0.9; X句 IS 訕。
gr回ter than or equal to 2. In addition, according to McDona\d and Ho (2002) that
a structura\ model is good fit if 也e RMSEA value is less 也個 O.肘, but it is still acceptable if RMSEA va\ue is less than 0.08. The RMSEA values of the hypothesized model across four countries and the product categories are sma\ler than 0.08. Hence, the linear structura\ models are acceptable.
In the hypotheses testing, H
,
tests the COO effect on consumers' attitudes toward the C&C products and consumers' attitude on the purchase of the C&C products. Table 4 shows that COO has a significant effect (y" 個dß
21 aresignificant at 0.01 level) on the attitude toward the products across the four countries. It indicates that COO has a directly positive effect on consumers'
34 Co帥Ir-of- Origin ξffeCI on Consumer
s
Adoplion ofCultural & C悶。liveProduc/sattitudes toward the C&C products and has an indirectly effect on the purchase
intention. In other words, consumer attitude has a significant mediating e宜ect. It
implies that hypothesis H
,
may be not rejectedFigure 2
Path Diagram of the Hypothesized Model
ð
,
ð,
ð,
一一→I Workmanshi ð, .[!ζ] ð,
一一一. Servi血~,
ç;-
•r"
Attitude β31 Pcriphcral C&C product purchase罕立
};, • -s
,
CoreC&C product pur由 aseH2 exarnines the effect of consurners' attitudes toward the core product on
the purchase intention of the periphe叫 product. Table 4 indicates that
ß
3,
issignificantly positive. The finding suggests that the more positive attitude toward
the ∞re product the higher is the purchase intention ofthe peripheral producë.
6 ln addition, this study also conducts a rival model test. An additional path is added into the
hypothesized model, i.e. r況, the COO effect on purchase intention ofthe peripheral product. If
出 e rival model is better th扭曲ebaseline model, the
x..
value will be improved (Jöreskog andSörbom 2003) 甘l1S S仙dy is a 4x2 mode (four countries by two product categories). Therefo悶,
there are eight ri叫 models. According to 伽扭扭扭ment, all 也e X values are not improved. lt
indicates出at 出e basel ine models are better 曲曲 the rival models. The relative
x
values are asChiaoDaMa間'gemenl Review 的1. 29 No. 2, 2009 35
Table 4
Goodness-oF -Fits of Measures and Structural Coefficients
(Completely standardized solution) TVdrama
Coun訂y USA Japan Taiw.缸】 Korea
YII 。.7431*** 。.8049*** 0.8041*** 0.8192*** S甘uc仙ral coefficÎents β21 。后 120*** 0.5616*** 0.6582*** 0.6272*** β31 0
.4
374*** 0.4
847*** 0.3176*** 。 3495*** GFI 0.9652 0.9569 。.9561 0.9568 Goodness of AGFI 。 9326 0.9224 。.9241 0.9075 NFI 0.9684 0.9752 。.9802 0.9816 fit 。 9765 0.9798 NNFI 0.9855 0.9809 RMSEA 0.05793 0.06674 0.06551 0.0560 的4 48.07124 56.14125 54.27126 38.78121 CraftCountry USA Jap個 Taiwan Korea
Yll 0.6478*** 。 7077*** 0.6799*** 0.8290*** 曲回到 qdE::icrt; β21 。.6330*** 。 5957*** 0
.4
645*** 。.57147*** β" 。.4016*** 。 5405*** 0.4268*** 0.4
307*** GFI 0.9528 0.9508 0.9571 0.9702 Goodness AGFI 。.9184 0.9148 0.9094 0.9442 NFI 。 9661 0.9722 0.9688 0.9877 。ffit NNFI 0.9721 。 9765 0.9705 0.9929 RMSEA 0.07014 0.07288 0.07“
2 0.04588 的dJ 62.63126 65.14126 的 21124 38.69121p〉03222, (2)JapmzhsJ-5仰, p<O.∞ lvs zf叫 55 .44,必(1)吋 3834, p>O.5358; (3)
Taiwan;zj站, =5427, p〈OOOl vs zAsr詔 54 , .1';(1) 斗的吟, p<0.0446 妒value is
咿 ifican仙owe叫he negative 咿 of y" 時 imlldi(4)komzjJ3878, p〈0 ∞ 1 vs
zjEJ =3239, xkl)ZO3229. p o5699.For cmR(1)USA:zj26J =6263, p<0.OOl vs
X;
,.) ~53 .45, X;(I)~7泊位, p<0.0059 (p-value 的剖伊ific酬., however the negative si伊 ofY31 ~-0.2826 is inv耐; (2) Japan: X;,叫 ~65.14, p<0.001 vs.
X;25)
~3 鈣, xkron15,p>O.5892; (3) Taiwan: X;:叫~54.27, p<0.001 vs.
X;25
)
~2.64, x; (I) ~.032I , p>0.8579; (4) Korea:X:'I)
=38.69,p<0.001 vs. X::叫 =37.06, x~ (l)~咒他 , p>0.3766.36 Coun1r -of- Origin Effec/ on Consumer S Adop/iO/1 of Cul/ural & Crea/ive Produc/s
Note ..叫odi阻tes significant at 1% level.COnsequently, hypothesis 2 may not be rejected.
Moreover, it is interesting to note that
ß
21 va1ue is greater thanß
31 across the four countries and the two product categories. It indicates that consumers' attitudes toward the core C&C product have positive influences on purchase intentions for both the core and the peripheral C&C produc包 However, this effect is stronger on the former than 伽 latter. Furthermore, if we obse附 from the ‘total effe仗, of COO on purchase intention, we could find that the tota1effect of COO on watching TV drama (a core product) is greater than COO on purchasing a tourism product (a peripher叫 product) 7; and the total effect of COO on purchasing is also greater on craft than on tourism8. Therefore, we conclude that the COO effect on the purchase of the core C&C products 的 greater than that on the periphera1 product
H3 tests the intervening effect of coun甘Y f:誼nili 缸ity. The hypothesized model is shown in Figure 3. If H3 is supported, then
‘
country familiarity' should have significantly positive impacts on 'COO' and‘
attitude'. Besid郎, COO should also have a significantly positive e宜ect on attitude. In other words, coefficients K11 ' K21 'P2I should a11 be significantly positive (Chu, 2005). As shown in Table 4, the goodness-of-fit for the whole model is good across the countries and the products. GFI values are greater than 0.9 and the other indices are also in the acceptable levels. The coefficients K11, K21 andρ21 are all significantly positive across the four countries and the two products. It indicates that the COO effect on consumers' attitudes toward the C&C product is stronger if consumers are more familiar wi自由e coun甘y. One ex∞ption is for the case of Taiwan as KIlis negative. It may be due to the fact that the respondents are Taiwanese. They are more familiar wi出 Taiwan 缸ld are more Iikely to have a. negative image on
7 甘le tot剖 etfec扭。fCOO on TV drama (core) vs. COO on towism 印eripberal) are: (1) USA is
0.5737>0.3287; (2) Japan is 0.4520>0.3901; (3) Taiwan is 0.5293>0.2554; (4) Korea is 0.5138>0.2863
• Tbe tot叫 etf,自阻 of COO craft (∞re) vs. COO 00 towism (peripheral) 缸e: (1) USA is
0.4100>0.2602; (2) Japan is 0.4215>0.3825; (3) T,曲 wan is 0.3185>0.2902; (4) Korea is 0.4737>0.3347
ChiaoDaMa間rgement Re叫帥均1. 29 No. 2, 2009 37
Taiwan. The effect should further be examined. Neverthele吭吭 js partiall y supported.
Table 5
Tbe COO Effect 00 Attitude witb Couotry Familiarity as
Aoloterveoiog Variable (Completely s!andardized solution)
TV drama
Country USA Japan 有 Iwan Korea
KII 0.1423'" 0.3279'" -0.0178 。 2699'" S甘uctural coefficienls K2I 0.2344'" 0.3746'" 0.0497 。.2032'"
P
2I 。 7608'" 。 5311'" 。.8392'" 。.8122" ﹒ GFI 0.9522 0.9670 。 9730 0.9672 Goodness of AGFI 0.8988 。 9301 0.9429 0.9262 NFI 0.9586 0.9807 0.9858n 0.9849 fit NNFI 。 9514 。 9827 0.9889 。.9851 RMSEA 0.0903 。.0662 0.0536 0.0695 χ'f,司Y 56.33117 36.63 /17 32.08/17 36.03116 Craftcountry USA Japan Taiwan Ko時a
KII 。 1346'" 。 2927'" 0.0453 0.4073'" S甘uc仙ral ∞efficien個 K2I 。 2844'" 。 2494'" 。 1142 。 1105'"
P
2I 。 7386'" 。 6303'" 。 7491'" 0.8067'" GFI 0.9733 0.9575 0.9672 0.9677 Goodness of AGFI 。 9435 0.9150 0.9156 0.9317 fit NFI 0.9803 。 9747 0.9783 。.9868 NNFI 。 9850 0.9745 0.9723 0.9880 RMSEA 0.0530 0.0788 0.0777 。.0648j
/
dJ
31.17117 49.87118 37.75/14 37.57117NOle : "'indicates the variable is significant at 1 % level
~ examines the association effect between different product categories. Namely, does a consumer infer the quality of an 山ú扭曲 liar product category from
38 Countr -o!- Origin E.ffect on Consumer
s
Adoption ofCultural & cr四tiveProductsthe average quality of other familiar products? Figure 4 shows the hypothesized model. If the path
coefficient 付'
12
)
between latent exogenous variables(
1;
,、巴
2
)
is significant, then the association effect existsFigure 3
LISRE可了.
.
~ Country Familiarity 叫 n Intervening Variable61 一→ .dv"旦」\|叫iarity
l
Prestige \ /l. j I v / \ v .,.I affi軒ti_ve
I
•
66 y ](62
岫叫,h
lztii、/
coo
~
,
\
/心
'
1/
、\〈沁可丌←.
6
7
6 2 6 3 E 4 6,
Figure4
LISREL 時lodel: the Association ElTect
~可可1
立立
~
Price Prestige TV drama coo é,1 P甜甜g' Workmanship Ro m obcc
Workmanship文口而wn"(1{' Table 2, 宙e研o product ωat能ec g伊oi早;E:言zτ訂ha前ve叫.-1ài
4
羊手ζ互可戶川例例川
0仰州圳
0ω
叫lη) 咖叫r昀E 川
ha訟s low product fa缸milia缸rity. Table 6 exhibits the goodness-of-fit
model is quite good and the
pa也 coefficient
Ø
l2
is significantly positive across而自
Servi自
the four countries. lt indicates that the association effect exis的 Consequently, H4 may not be rejected. This finding is consistent with that of Han (1990). He concludes that consumers tend to infer the quality of an unfamiliar product from the perceived quality of other familiar products from the same country
Chiao Da Management Revi,酬, 均1. 29 No. 2, 2009 39
Moreover, this study utilities an intangible product (i.e., TV 街個1份 to infer a physic叫 product (i.e., craft). lt implies 出at an intangible product could be used to infer a physical product. However, only two product categories are used in the study, and the generality of inference should be further verified.
5. Discussions and Conclusions
This study aims at the analysis of coun句。f origin effect on consumers' purchase intention for cultural and creative products. By exarrurung the hypothesized role of country image in consumer choice behavior, we have established four specific hypotheses about coun阿 image and its impact on consumers' purchase intention of C&C product are developed. A fo叫自coun師的 (i丸 USA, Jap徊, T~也W徊, 如d Korea) and two-product-category (TV drama and craft) mode is used to test the hypotheses. By using the LISREL tecru世que, we have reached the following findings. First, COO has a positive impact on consumers' attitude toward the C&C product for a given coun甘y. This attitude will in turn influence 由e purchase intention of 出e C&C product. This result is consistent with that of Han (1990). Second, similar to 由e con臼pt of brand
extension 曲的 a consumer's attitude toward a parent brand may have a positive impact on the purchase of its extending brand. The empirical result of 也is study
shows 血at consumer's attitude toward the ∞re C&C product (i.e., the parent brand) will have a positive influence on the p叮chωe of the peripheral C&C product (i.e., the extending brand). However, the total effect of COO on purchase ntention for the core product is greater 也扭曲at for the periphera1 product. Third,
country famili訂ity has an intervening effect between COO and ∞nsumer 甜itude
toward the C&C product. Except for the Taiwan's case, COO is more likely to influence a consumer's attitude toward the product if the ∞nsumer IS more
familiar with the coun叮. A consumer may have a positive attitude toward a C&C product from a given ∞m位γifhe or she is more familiar wi曲曲e culture of 也e coun甘y.The empirical result a1so fmds 也at there ex.ists an association effect. i
S叮ril訂 to Han (1990), it is a1so found in the study that consumers tend to infer the quality of unfamiliar product categories 企om familiarity product categories.
40 Countr -of-Origin ξ且是cton Consumer s Adoplion ofCultural & CreatÎve Produc/s
Table 6
Goodness-Of-Fits of Measures and Structural Coefficients: Association Effect
(Completely standardized 叩lution)
COlmtry
USA Japan Taiwan Korea
5位ucturaJ
ø
12 0.4762'" 0.6221'.* 。 3656'" 0.6382'" coe悶cients GFI 0.9454 0.9490 0.9442 0.9509 Goo也less~ AGFI 0.9031 0.9066 0.9010 0.9129 of- NFI 0.9683 0.9773 0.9727 0.9789 fit NNFI 0.9709 。 9789 0.9751 0.9823 RMSEA 0.07526 0.0728 0.07670 。 06983 的df 81.79/31 77.21/30 81.46131 71.83/31Note : ...indicates 出e variables are significant at 1 % level
Moreover, this study has used a cultural creative product as the target product and
compared the finding with H徊 's fmding on TV set. Jt is also indicated that a
consumer may use an intangible product to infer the quality of a physical product J n accordance wi由 the above conclusions, a variety of management
implications for business and govemment are possible
ρ') For business management
First, as COO has a positive influence on consumer purchase intention of
the
C&C
products, importers, if importing the produc包含om a ∞untry with agood coun甘y image, may use COO to promote the products. In contras
t,
ifmarketers import products from a ∞untry with a poor ∞untry image, they may
should avoid taking COO as a marketing strategy to promote the products or
brands. For instance, this empirical study has shown that consumers in Taiwan
have the best country image on Japan. Therefore, marketers when importing
Japanese
C&C
products or brands may leverage consumers' good image onJapanese culture to attract consumers to buy their products. Moreover, for
Taiw徊's exporte時, as the country image of Taiwan is lower than those of some
developed countries such as USA and Japan, they may form a s甘ategic a11iance
with foreign brands or retailing stores to alleviate the negative ∞untry irnage
Moreover, manufacturers could use a stage strategy. In other words,出ey ∞uld do
Chiao Da Management Review 制 29 No. 2, 2009 41
build their own brand (e.g., Franz).
Second, since consumers' attitudes toward the core product will inf1uence the purchase intentions of the peripheral product, marketers of the two industries could make a strategic alliance to promote their products cooperatively. For
ex位nple, a TV drama or a craft design could cooperate with a tourism industry. Taiwan's Pili drama company could cooperate with a 甘avel company to design a
to凹 package to visit Pili's shooting field at Huwei town. Simil訂Iy, a craft company could also cooperate with a travel company to design a tour package to visit the fact'Ories of Franz or Liu-Li Gong Fang or to DIY on cerarrùc production.
Third, consumers tend to infer the quality of an unfarrùliar product from farrùliar products. Consequently, marketers could use placement marketing to
m甘uduce craft & design in TV dr位na senes orωprovide the t'Ourism farming for
TV drama t'O do a movie. This will give consumers a good impression on the craft
desi伊 or the tourism farming and in turn encourage them to purchase the products
(2) For the government
If a c'Ounty'S image deems to be good for foreigners, COO c'Ould be used as
a promotional tool in an intemational market. On the con缸訂y, if 也e coun甘y
image is not go'Od, then the marketing s甘ategy should be focus吋 onm甘oducing
曲e good attributes of the product so as to avoid consumers taking COO as an infonnation cue while eval聞ting 由e product. Taiw曲 's govemment has introduced the ‘Taiwan Excellence' concept to promote and brand Taiwan's image. However, it takes a long-tenn planning to build or improve a coun旬's image. Therefore, Taiwa且's govemment needs to integrate sources from public and private sectors to improve ils producl quality and Ïnnovalion. In 50 doin皂,也c countIγimage ofTaiwan could be improved gradually.
(3) Limitations and戶rther research
This study does have its shortcomings in research design, which may limit the generalization of the findings. The drawbacks are as follows. First, the retums
'Of questionnaire are mostly 台om northem Taiwan. Therefore, future research may
c'On仕01 the 泊mple distribution to make the empirical data more representative and credible. M'Oreover, data source in further research may come from different age
42 Counlr -01- Origin Effecl on Consumer
s
Adoplion ofCullural挂 C阿ativeProductsor occupation groups to find other dimensions of this topic. Second, only have a
limited number of product types been examined in this study. Future study may
examine high association C&C products and to fu巾er verify the hypotheses
proposed by this s仙旬. Third, fu仙re study may also take other marketing
variables into study, and compare the COO effects with these variables on
consumer purchase intention on C&C products
Appendixn
TableAl The Definitions of Cultural and Creative Industries for UJ(.
,
Hong Kong
,
New Zealand,
Korea,
and TaiwanItem U.Jι Hong New Zealand Korea Taiwan
Kong
Advertising 、, 、,
Architecture 、, 、, 、,
Art & antiques 、, 、,
VisuaI ar旭(Art& VisuaI ar臼
market anbques m缸ket)
Crafts 、, lncluding in 、, visual arts Design 、" 可W Designers 、, 、" f且hion
Film & video 、,
Film 、,
Film Film
Interactive 、,
Leisure (including C缸100n8 "
leisure software software and 血d
softwar它 infonnation electroruc
自rvice) games Music
-
、, Music 個d Phonorecord 、, performing arts Performing 、" (including in 、, 缸站 music) Publishing v 、, 、,.
Softw缸eand 、, 、, 、, Cartoons computer servlcesChiao Da Managemenl Review 拘1. 29 No. 2, 2009 43
Television and " Television " 、,
radio
C閉目.ture " "
Sow間。 Council for Economic Planning and Development (2002) and conducted for this r目earch
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