A Study for the Import Channels of the Relationships within Product Quality, Product Price, Service Quality and Purchase
彭國、蘇奉信
E-mail: [email protected]
ABSTRACT
In globalized today, all products by the Internet and marketing company all sorts of techniques, by do not limit in sole or the enclosed area sell. In order to serve this purpose, “the product” will promote to world each country, and gains the maximum benefit, becomes the various companies store important promotion the topic. At present in the market the product input mode, altogether differentiates two big systems: one sells outright directly for the product origin country by the manufacturer, then in the domestic sale, the parallel input, the pattern, one to seek the sales domestic company to hold the post, i.e. is, the business agent, the pattern, because both the background different makes the effect will also have a difference, its difference will produce the different special characteristic(product quality, product price, service quality and so on), certainly will have in the purchase wish influence to the consumer. Therefore, this research take the above factor, as aims at the parallel input with the business agent the characteristic difference, purchases height of the wish to the consumer to do the research. This research the common populace will take the object of study scope by Taiwan area. Before interrogating the volume, to measure that the provide counts 100. Has related after the preliminary correlation analysis each construction surface and the purchase wish, the actual market provide counts 300 samples, effective sample 278. And the business agent pattern fills in answers the effective questionnaire to count 147, the parallel input business pattern fills in answers effective questionnaire 131. Findings: first, business agent pattern: the value product quality and the service quality earn the forward support and reach obviously, then affects its purchase wish to be higher; The product price has not won the support, because the product price will not affect the consumer to its purchase wish. Second, parallel input pattern: the value product price and the service quality earn the forward support and reach obviously, then affects its purchase wish; The product quality has not won the support, because the quality will not affect the consumer to its purchase wish. Third, the aspect suggested in
“the sex”, parallel input business should strengthen to the masculine consumer strengthens achievement and the addition the service quality serves the foothold, strengthens its purchase wish. Fourth, the aspect suggested in “the age”, the business agent should strengthen to an age bigger consumer sells achievement of the service quality, strengthens its purchase wish. Fifth, the aspect suggested in “the school record”, parallel input business should strengthen to a school record higher consumer strengthens achievement and the addition the service quality serves the foothold, strengthens its purchase wish. Sixth, because the consumer this construction surface takes the influence in “the product quality”, the business agent its representative the original factory
company's product, although therefore affects it “the purchase wish”, but parallel input business not obvious disparity. Seventh, the consumer this construction surface takes the influence in “the product price”, parallel input business sells outright the product, creates the price complete leading power, therefore affects it “the purchase wish”. Eighth, the consumer this construction surface takes the influence in “the service quality”, the effect which business agent and the parallel input both pattern produces, same has the influence “the purchase wish” the effect.
Keywords : business agent、parallel input business、product quality、product price、service quality、purchase wish Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．
．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．．．
．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．
．．．．．．．．．． xi 第一章 緒論．．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機
．．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．．． 3 第三節 研究研究流程
．．．．．．．．．．．．．． 4 第四節 研究範圍．．．．．．．．．．．．．．．． 5 第二章 文獻回顧．．．
．．．．．．．．．．．．．．． 7 第一節 消費者心理認知．．．．．．．．．．．．． 7 第二節 消費 者行為理論．．．．．．．．．．．．． 8 第三節 產品品質．．．．．．．．．．．．．．．． 15 第四節 產品價格．．．．．．．．．．．．．．．． 19 第五節 服務品質．．．．．．．．．．．．．．．． 23 第三章 研究設計與方法．．．．．．．．．．．．．．． 30 第一節 研究架構．．．．．．．．．．．．．．．． 30 第二節 研究假說．．．．．．．．．．．．．．．． 31 第三節 問卷設計．．．．．．．．．．．．．．．． 33 第四節
資料蒐集．．．．．．．．．．．．．．．． 35 第五節 統計方法．．．．．．．．．．．．．．．． 35 第四章 資料分析．．．．．．．．．．．．．．．．．． 37 第一節 資料分析．．．．．．．．．．．．．．．． 37 第 二節 信度分析．．．．．．．．．．．．．．．． 39 第三節 因素分析．．．．．．．．．．．．．．．． 39 第 四節 相關分析．．．．．．．．．．．．．．．． 43 第五節 各構面與購買意願之影響．．．．．．．．． 44 第六 節 輸入途徑差異之購買意願之比較分析．．．． 53 第五章 結論與建議．．．．．．．．．．．．．．．．． 56 第 一節 研究結論．．．．．．．．．．．．．．．． 56 第二節 理論上之意涵與實務上的建議．．．．．．． 62 第 三節 研究限制及未來研究方向．．．．．．．．． 63 參考文獻 ．．．．．．．．．．．．．．．．．．．．．．
65 附錄A 研究問卷．．．．．．．．．．．．．．．．．．． 87 附錄B 研究問卷．．．．．．．．．．．．．．．．
．．． 91 REFERENCES
一、中文部份 Cateora, G. (2002)，國際行銷學(張峻源譯)，台北:台灣西書出版社，(原文於1999年出版) McCarthy, P. (2000)，行銷管理－
全球管理法(高彬譯)，台北:台灣西書出版社，(原文於1995年出版) Kotler, P. (2003)，行銷管理學(方世榮譯)，台北:臺灣東華出版事業有限 公司，(原文於1999年出版) 朱鴻燕(2003)，品牌、價格與認知價值關係之實證研究，國立高雄一科技大學行銷與流通管理系未出版之碩士 論文。 吳柏青(1996)，國家刻板印象、參考價格與產品知識對產品評價的影響－以大學生評價汽車產品為例，國立成功大學交通管理科 學研究所碩士班未出版之碩士論文。 李佩琳(2001)，品牌態度與品牌忠誠類型之關連性，國立台灣大學心理學研究所未出版之碩士論文
。 李筱瑩(2001)，產品來源國與消費者本國中心主義對消費者產品評價影響之研究，私立東吳大學國際貿易學系研究所碩士班未出版之 碩士論文。 林偉修(2003)，產品品質、服務品質與顧客購後行為關係之研究，國立台灣大學國際企業企業學研究所未出版之碩士論文。
林靈宏(1994)，消費者行為學，台北:五南圖書出版有限公司。 邱志聖，巫立宇，陳仲熙(2001)，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，管理學報，18(2)，185-212。 柯宜君(2000)，消費者認知之產品品質、服務品質及價格 對滿意度及忠誠度之影響－於三種有形性比重不同服務之比較，國立政治大學企業管理系研究所未出版之碩士論文。 徐玉燕(2003)，消 費者特徵、企業形象與服務品質對購買決策影響之研究－以台灣地區不同零售業態加以實證，私立中國文化大學國際企業管理研究所未 出版之碩士論文。 秦兆瑋(2002)，製造來源國形象、消費者心理認知與知覺價格對消費者購買行為之影響－以兩岸都會區消費者為例，
私立長榮管理學院經營管理研究所未出版之碩士論文。 張宇心(2001)，產品來源國、產品創新性及產品知名度對消費者資訊需求之影響
－以PDA為例，私立輔仁大學管理學研究所碩士班未出版之碩士論文。 張秀惠(1991)，產品屬性、個人特徵與來源國形象之研究，崇右 學報，3，158-188。 莊仲仁(2001)，品牌態度與品牌忠誠度類型之關連性，國立台灣大學心理學研究所未出版之碩士論文。 郭書 銘(2001)，消費者之國族認同、國族意識對大陸產品態度影響之研究，私立東吳大學國際貿易學系研究所碩士班未出版之碩士論文。 陳 仲熙(1998)，產品知識及來源國形象對顧客滿意度之影響，國立政治大學國際貿易研究所碩士班未出版之碩士論文。 陳順宇(2002)，多變 量分析，台北:華泰書局。 曾瑞媛(2001)，品牌來源國及品牌權益影響消費者購買產品及服務意願之研究，私立真理大學管理科學研究所 碩士班未出版之碩士論文。 游純瑜(2002)，混合產品來源國資訊組合效果之研究－產品種類之干擾影響，私立元智大學管理研究所碩士 班未出版之碩士論文。 黃宏鈞(2001)，企業形象與服務品質對消費者再購行為之影響－顧客關係的中介效果，國立台灣大學心理學研究 所未出版之碩士論文。 黃俊英(1995)，多變量分析，台北:華泰書局。 黃鈺文(1991)，不同品牌來源國與製造地形象對消費者產品態度的 影響，國立政治大學國際貿易研究所碩士班未出版之碩士論文。 解名禮(1992)，個人特質與消費者對不同品牌來源國與製造地產品態度 之關係，國立政治大學企業管理研究所碩士班未出版之碩士論文。 劉雅文(2001)，在行銷組合中提供比較國資訊、不同商品來源國、品 質之產品對消費者態度的影響，國立政治大學國際貿易研究所碩士班未出版之碩士論文。 蔡和奇(1998)，產品保證與來源國效果對消費 者態度影響之研究，國立政治大學國際貿易研究所碩士班未出版之碩士論文。 鄭伯壎(1983)，消費者心理學，台北:大洋出版社。 鄭銘 源(1995)，來源國形象對產品評估之直接效應與間接效應，國立交通大學管理科學研究所碩士班未出版之碩士論文。 杉本辰夫(1991)，事 務、營業、服務的品質管制(盧淵源譯)，台北:中興管理顧問公司發行，(原文於1986年出版)。 戴上智(1994)，原產國形象對消費者風險影 響之研究，私立大葉大學事業經營研究所碩士班未出版之碩士論文。 戴琪甄(2000)，來源國印象與購買意願間關係之探討，私立淡江大 學管理科學研究所碩士班未出版之碩士論文。 謝萬隆(1994)，生產地與品牌來源國對消費行為影響之研究，國立台灣大學商學研究所未 出版之碩士論文。 二、英文部分 Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Va-lue of a Brand Name. New York: The Free Press. Ahmed, S. A., & d’Astous, A. (1993). Cross-national Evalu-ations of Made-in Concept Using Multiple Cues. European Journal of Marketing, 27(7), 39-52. Alba, J., & Hutchinson, J. W. (1987). Dimensions of Consumer Exper-tise. Journal of Consumer Research, 13, 411-454.
Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(1), 25-43. Assael, H. (1974). Product Classification and the Theory of Consumer Behavior. Journal of the Academy of Marketing Science, 2(4), 539-552. Bannister, J. P., & Saunder, J. A. (1978). UK Consumer’ Attitudes To-wards Imports: The Measurement of National Stereotype Image.
European Journal of Marketing, 12(8), 562. Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents, Journal of Marketing, 54, 71-84. Baughn, C., & Yaprak, A. (1993). Mapping Country-of-origin Resea-rch: Recent Developments and Emerging Avenues. Product-Country Images(pp. 89-115). New York: Hawthorne Press. Beckwith, E. N., & Lehann, B. R.
(1975). The Importance of Halo Ef-fects in Multi-Attitude Models. Journal of Marketing Research, 17, 265-275. Bettman, J. R., & Park, C. W.
(1980). Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer De-cision Processes: A Protocol Analysis. Journal of Consumer Re-search, 7, 234-248. Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive Con-sumer Choice Processes. Journal of
Consumer Research, 25, 187-217. Biehal, G., & Chakravarti, D. (1982). Experiences with the Bettman-Park Verbal-Protocol Coding Scheme.
Journal of Consumer Re-search, 8, 442-448. Binstock, S. L. (1981). Americans Express Dissatisfaction With the Quality of American. Goods, Quality Progress, 14, 12-14. Bloch, P. H., & Richins, M. L. (1983). A Theoretical Model for the Study of Product Importance Perceptions. Journal of Marketing, 4(7), 69-81. Brislin, R. (1993). Understanding Cultures Influence on Behavior. Dryden Press, Florida: Harcourt Brace Jovanovich.
Brucks, M. (1985). The Effects of Product Class Knowledge on In-formation Search Behavior. Journal of Consumer Research, 1(2), 1-16. Bucklin, L. P. (1963). Retail Strategy and the Classification of Con-sumerGoods. Journal of Marketing, 27, 50-56. Cattin, P. A., Jolibert, A., & Lohnes, C.
(1982). A Cross-Cultural Study of Made in Concepts. Journal of International Business Studies, 13(3), 131-141. Chao, P. (1993). Partitioning Country-of-Origin Effects: Consumer Evaluations of A Hybrid Product. Journal of International Busi-ness Studies, 24(2), 291-307. Churchill, G. A.
(1979). A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing Research, 16, 64-73. Chapman, J. (1986). The Impact of Discounts on subjective Product Evaluations. Working Paper, Virginia Polytechnic Institute and State University. Clarke, K., & Belk, R.
W. (1979). The Effects of Product Involvement and Task Definition on Anticipated Consumer Effort. Advances in Consumer Research, 6, 313-318.
Copeland, M. T. (1923). The Relation of Consumers’ Buying Habits to Marketing Methods. Harvard Business Review, 1, 282-289. Court, D. C., Leiter, M. G., & Loch, M. A. (1999). Brand Leverage. The McKinsey Quarterly, 2, 100-110. Coyles, S., & Gokey, T. C. (2002). Customer retention is not enough. The McKinsey Quarterly, 2, 80-89. Cronin, J., & Taylor, S. A. (1992). Measuring Service Quality: A Re-examination and Extension. Journal of Marketing, 56(3), 55-68. Cuieford, J. P. (1965). Fundamental Statistics in Psychology and Edu-cation. New. York:
McGraw-Hill. Dodds, W. B., Monroe, K. B., & Grewa, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations.
Journal of Marketing Research, 28, 307-319. Duncan, T., & Moriarty, S. (1998). A Communication-Based Market-ing Model for Managing Relationships. Journal of Marketing, 62, 1-13. Durvasula, S. (1997). A Cross-Cultural Comparison of Consumer Eth-nocentrism in The United States and Russia. Journal of Interna-tional Consumer Marketing, 9(4), 73-93. Engel, J. E., Blackwell, R. D., & Miniard, P. W. (1990). Consumer Behavior(pp. 53). New York: The Dryden Press. Erickson, G. M., Johansson, J. K., & Chao, P. (1984). Image Variables in Multi-Attitude Product Evaluations: Country-of-Origin Ef-fects. Journal of Consumer Research, 11(1), 694-699. Eroglu, S. A., & Machleit, K. A. (1989). Effects of Individual and Product-Specific Variables on Utilising Country of Origin as a Product Quality Cue. International Marketing Review, 6(6), 27-42.
Erickson, G. M., & Jonansson, J. K. (1985). The Role of Price in Multi-Attribute Product Evaluations. Journal of Consumer Re-search, 12, 195-199. Etzel, M. J., & Walker B. J. (1974). Advertising Strategy for Foreign Products. Journal of Advertising Research, 14, 41-44. Fishbein, M., &
Ajzen, I. (1975). Belief, Attitude, Intention, and Be-havior: An Introduction to Theory and Research. Mass: Addi-son-Wesley. Fiske, S. T. (1982).
Schema-Triggered Affect: Applications to Social Perception. Hillsdale(pp. 55-78). New Jersey: Erlbaum, Fournier, S. (1998). Consumers and Their Brands: Developing Rela-tionship Theory in Consumer Research. Journal of Consumer Research, 24, 343-373. Gaedeke, R. (1973). Consumer Attitudes Toward Products “Made in” Developing Countries. Journal of Retailing, 49, 13-24. Grewal, D., Monroe, K. B., & Krishnan, R.
(1998). The Effects of Price comparison Advertising on Buyers’ Perceptions of Acqui-sition Value, Transaction Value, and Behavioral Intentions.
Journal of Marketing, 62, 46-59. Garvin, D. A. (1983). Quality on the Line. Harvard Business Review, 61, 65-73. Haire, M. (1950). Projective Techniques in Marketing Research. Jour-nal of Marketing, 14, 649-656. Halfhill, D. S. (1980). Multinational Marketing Strategy: Implications and Attitudes Toward Country of Origin. Management Interna-tional Review, 20(4), 26-30. Han, C. M. (1989). Country Image: Halo or Summary Construct. Journal of Marketing Research, 26, 222-229. Han, C. M. (1991). Testing The Role of Country Image in Consumer Choice Behavior.
European Journal of Marketing, 24(6), 24-40. Han, C. M., & Terpstra, V. (1988). Country-of-Origin Effect for Uni-National and Bi-National Products. Journal of International Business Studies, 19, 235-253. Hansen, F. (1972). Consumer Choice Behavior. New York: Free Press. Herche, J.
(1992). A Note on the Predictive Validity of the CETSCALE. Journal of the Academy of Marketing Science, 20, 261-264. Hirschman, E. C. (1981).
American Jewish Ethnicity: Its Relationship to Some Selected Aspects of Comsumer Behavior. Journal of Marketing, 45, 102-110. Hong, S. T., &
Wyer, R. S. (1989). Effects of Country-of-Origin and Product Attribute Information on Product Evaluation: An In-formation Processing
Perspective. Journal of Consumer Re-search, 16, 174-187. Hovland, C. I. (1959). Reconciling Conflicting Results Derived from Experimental and Survey Studies of Attitude Change. American Psychologist, 14, 8-17. Howard, J. A. (1977). Consumer Behavior: Application of Theory. New York:
McGraw-Hill. Howard, J. A. (1989). Consumer Behavior in Marketing Strategy. Englewood Cliffs. New York: Prentice-Hall. Hugstand, P. J., Taylor W., & Bruce, G. D. (1987). The Effects of So-cial Class and Perceived Risk on Consumer Information Search. Journal of Services Marketing, 1(1), 47-52. Iyer, G. R., & Kalita, J. K. (1997). The Impact of Country-of-Origin and Country-of-Manufacture Clues on Consumer Perceptions of Quality andValue. Journal of Global Marketing, 11(1), 7-28. Juran, J. M., Gryna, F. M., & Brigham, R. S. (1974). Quality Control Handbook . New York: McGraw-Hill. Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, Brand Name and Product Composition
Characteristicsas Determinants of Perceived Product Quality. Journal of Applied Psychology, 55(6), 570-579. Janda, S., & Rao, C. P. (1997). The Effect of Country of origin Re-lated Stereotypes and Personal Beliefs on Production Evaluation. Psychology and Marketing, 14(7), 689-702.
Johansson, J. K., Douglas, S. P., & Noanka, I. (1985). Assessing the Impact of Country of Origin on Product Evalu ations: A New Methodological Perceptive. Journal of Marketing Research, 22, 388-396. Johansson, J. K., & Nebenzah, I. D. (1986). Multination Production: Effect on Brand Value. Journal of International Business Study, 17(3), 101-126. Johansson, J. K. (1989). Determinants and Effects of the Use of Made in Labels.
International Marketing Review, 6(1), 47-59. Johnson, D. W., & Johnson, R. (1980). Integrating Handicapped Stu-dents into the Mainstream.
Exceptional Children, 47(2), 90-98. Keller, K. L. (1993). Conceptualizing, measuring, and managing cus-tomer based brand equity. Journal of Marketing, 57, 1-22. Keller, K. L. (1998). Strategic Brand Management: Building, Measur-ing and Managing Brand Equity. New Jersey:
Prentice-Hall. Kashyap, R., & Bojanic, D. C. (2000). Astructural Analysis of Value, Quality and Price Perceptions of Business and leisure Travelers.
Journal of Travel Research, 39, 45-51. Khanna, S. R. (1986). Asian Companies and the Country Stereotype Paradox: An Emp irical Study. Journal of World Business, 21(2), 29-38. Klein, J. G. (2002). Us Versus Them, or Us Versus Everyone？ De-lineating Consumer Aversion to Foreign Goods. Journal of In-ternational Business Studies, 33(2), 345-363. Klein, J. G., & Ettenson, R. E. (1999). Consumer Animosity and Con-sumer Ethnocentrism: An Analysis of Unique Antecedents. Journal of International Consumer Marketing, 11(4), 5-24. Klein, J. G., Ettenson, R. E., &
Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China. Journal of Marketing, 62, 89-101. Klein, J. G. (2002). Us Versus Them, or Us Versus Everyone？Delineating Consumer Aversion to Foreign Goods. Journal of International Business Studies, 33(2), 345-363. Kotler, P. (2003). Marketing Management . Englewood. New Jersey: Prentice-Hall. Levitt, T.
(1972). Production-Lion Approach to Service. Harvard Business Review, 50, 41-52. LaTour, S. A., & Peat, N. C. (1979). Conceptual and Methodological Issues in Satisfaction Research. Advances in Consumer Re-search, 6, 431-437. LeClere, F., Schmitt, B. H., & Dube, L. (1994).
Foreign Branding and its Effects on Product Perceptions and Attitdes. Journal of Mar-keting Research, 31, 263-270. Lehtinen, J. R., & Lehtinen, U. (1982). Service Quality: A Study of Quality Dimensions. Unpublished Working Paper, Helsinki: Service Management Institute. Lee, S. Y., Speece, M., & Miller, C. E. (1991). Country-of-Origin Per-ceptions Among Apparel Retailers in the Northwest United States. Hong Kong Journal of Business Management, 9, 17-32. Lee, C. W., Suh, Y., & Moon, B. J. (2001). Product-Country Image: The Roles of Country-of-Original and Country-of-Target in Consumer’s Prototype Product Evaluations. Journal of Interna-tional Consumer Marketing, 13(3), 47-62. Lussier, J. G., &
Olshavsky, R. W. (1979). Task Complexity and Con-tingent Processing in Brand Choice. Journal of Consumer Re-search, 6, 154-165. Lynch, J., &
Srull, T. (1982). Memory and Attentional Factors in Con-sumer Choice: Concepts and Research Methods. Journal of Consumer Research, 9, 18-37. Mazumdar, T. (1986). Experimental Investigation of the Psychological Determinants of Buyers’ Price Awareness and a Comparative Assessment of Methodologies for Retrieving Price Information from Memory. Working Paper, Virginia Polytechnic Institute and State University.
Maheswaran, D. (1994). Country-of-Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evalua-tions. Journal of Consumer Research, 21, 354-365. Markin, R. J., & Narayana, C. (1975). Behavior Control: Are Con-sumers Beyond Freedom and Dignity？
Advances in Consumer Research, 3, 222-228. Monroe, K. B. (1990). Price: Making Profitable Decisions (2nd). New York: Mcgraw-Hill, Murphy, P. E., & Enis, B. M. (1986). Classifying Products Strategi-cally. Journal of Marketing, 50(3), 24-43. Nagashima, A. (1970). A comparison of Japanese and U.S. Attitudes toward Foreign Products. Journal of Marketing, 34, 68-74. Nagashima, A. (1977). A Comparative Made in Product Image Survey Among Japanese Businessmen. Journal of Marketing, 41, 95-100. Narayana, C. L. (1981). Aggregate Images of Americ an and Japanese Products: Implications on International Marketing. Columbia Journal of World Business, 16, 31-35. Netemeyer, R., Durvasula, S., & Lichtenstein, D. (1991). A Cross-National Assessment of the Reliable and Validity of CETSCALE. Journal of Marketing Research, 28, 283-294. Nicosia, F. M.
(1968). Consumer Decision Process. Marketing and Advertising Implication(pp. 156). New York: Prentice-Hall Inc. Oliver, R. L., & Desaarbo, W.
S. (1997). Response Determinants in Satisfaction Judgment. Journal of Consumer Research, 14, 495-507. Olsen, S. O., & Olsson, U. H. (2002).
Multientity Scaling and the Consistency of Country-of-Origin Attitudes. Journal of Interna-tional Business Studies, 33(1), 149-167. Olshavsky, R.
W., & Granbois, D. H. (1979). Consumer Decision Making-Fact or Fiction？ Journal of Consumer Research, 6, 93-100. Olshavsky, R. W., Andrew, A. B., & Kempf, D. S. (1995). The Price-Choice Relationship: A Contingent Processing Approach. Jour-nal of Business Research, 33, 207-218. Olshavsky, R. N., & Miller, J. A. (1972). Consumer Expectations, Product Performance, and Perceived Product Quality. Journal of Marketing Research, 9, 19-21. Olson, J. C., & Muderrisoglu, A. (1979). The Stability of Free re-sponses Obtained by Free Elicitation: Implications for Measur-ing Attribute Salience and Memory Structure. Advances In Con-sumer Research, 6, 269-283. Ottar, S. O., & Olsson, H. (2002).
Multientity Scaling and the Consis-tency of Country-of-Origin Attitudes. Journal of International Business Studies, 33(1), 149-167. Parasuraman, A., Zeithaml, V. A., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing , 49(3) , 141-150. Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40. Park, W., & Lessig, V. P. (1981). Familiarity and Its Impact on Con-sumer Decision Biases and Heuristics. Journal of Consumer Re-search, 8, 223-230. Patrick, E. M., & Enis, B. M. (1986). Classifying Products Strategi-cally. Journal of Marketing, 50(3), 24-43. Reeves, C. A., & Bednar, D. A. (1994). Defining Quality: Alternatives and Implications. Academy of Management Review, 19(3), 419-45. Rao, A., & Sieben, W. A. (1992). The effect of prior knowledge on price acceptability and the typeof information examined ? Jour-nal of Consumer Research, 19, 256-270. Rao, A. R., & Monroe, K. B. (1988). The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations. Journal of Consumer Research, 15, 253-264. Rao, A. R., & Ruekert, R. W. (1994). Brand Alliances as Signals of Product Quality. Sloan Management Review, 36(1), 87-97. Rao, A. R., & Monroe, K. B. (1989). The Effect of Price, Brand Name, and StoreName on Buyers’Perceptions of Product Quality: An Integrative Review. Journal of Marketing Research, 26, 351-357. Richardson, P. S., Dick, A. S., &
Jain, A. K. (1994). Extrinsic and Ex-trinsic Cue Effect on Perceptions of Store Brand Quality. Jour-nal of Marketing Research, 58(44), 28-36. Roth, M. S., & Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Coun-try-of-Origin Effects. Journal of International Business Studies, 23, 477-479. Roth, M. S. (1995). Effects of globalmarket conditions on brand
im-agecustomisation and brand performance. Journal of Advertis-ing, 24(4), 55. Samiee, S. (1994). Consumer Evaluation of Product in a Global Mar-ket. Journal of International Business Studies, 25(3), 579-604. Schooler, R. D. (1965). Product Bias in The Central American Com-mon Market. Journal of Research in Marketing, 2, 394-397. Schooler, R. D., & Wildt, A. R. (1968). Elasticity of Products Bias. Journal of Marketing Research, 5, 78-81. Scitovsky, T. (1945). Some Consequences of the Habit of Judging Quality by Pric. Review of Economic Studies, 12, 100-105.
Sharma, S., Shimp, T., & Shin, J. (1995). Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of Academy of Marketing Science, 23, 26-37. Shenkar, O. (2001). Cultural Distance Revisited: Towards a More Rigorous Conceptualization and Measurement of Cultural Dif-ferences. Journal of International Business Studies, 32(3), 519-535. Shimp, T., & Sharma, S. (1987). Consumer Ethnocentrism: Construc-tion and Validation of the CETSCALE. Journal of Marketing Research, 24, 280-289. Sujan, M. (1985). Consumer Knowledge: The Effects of
Processing Style and Repetition on Evaluation Strategies Mediating Con-sumer Judgements. Journal of Consumer Research, 12, 31-46. Sweeney, J.
C., Soutar, G. N., & Johnson, L. W. (1997). Retail service quality and perceived value: a comparison of two models. Jour-nal of Retailing and Consumer Service, 4(1), 39-48. Szybillo, G. J., & Jacoby, J. (1974). Intrinsic Versus Extrinsic Cues as Determinants of Perceived Product Quality.
Journal of Applied Psychology, 59(1), 74-78. Nair, K., & Tarasewich, P. (2003). A Model and Solution Method for Multiperiod Sales Promotion Design. European Journal of Op-erational Research, 150(3), 672-687. Tse, D. K, & Gorn, G. J. (1993). An Experiment on the Salience of Country of Origin in the Era of Global Brands. Journal of Inter-national Marketing, 1(1), 57-76. Teas, R. K., & Agarwal, S. (2000). The Effect of Extrinsic Product Cues on Consumers’Perceptions of Quality, Sacrifice, and Value. Journal of the Academy of Marketing Science, 28(2), 278-90. Verlegh, P. W. J., & Jan-Benedict, E. M. (1999). A Review and Meta-Analysis of Country-of Original Research. Journal of Economic Psychology, 20, 521-546. Wall, M., & Heslop, L. A. (1986). Consumer Attitude toward Cana-dian Made versus Imported Products. Journal of Academy of Marketing Science, 14(2), 27-36. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
