耐久性產品外部線索對顧客購買意願影響之研究 龐立超、封德台
E-mail: 9403210@mail.dyu.edu.tw
摘 要
本研究主要目的是運用實驗設計方法來探討耐久性產品製造來源國之國家形象、產品價格、以及品牌形象對於產品評價之 影響，進而探討其對購買意願之影響。其中產品製造來源國區分為高國家形象及低國家形象；產品價格則分別為高價扣及 低價格；品牌形象則分別為高品牌形象及低品牌形象，故本研究之實驗設計是屬於2×2×2之因子設計，共有8 個實驗組，
以自宅家用電梯產品做為受測產品。 經由研究結果顯示產品製造來源國之國家形象、產品價格與品牌形象對於產品評價及 購買意願會存在不同的影響，而本研究所得之結論如下： 1. 研究結果得知受測者對自用電梯產品，當製造國家之國家形象 愈高時，則消費者會存在愈高的產品評價。此結果和Peterson and Jolibert (1995) 研究中所提出的產品來源國訊息對於消費 者評價產品具有重大的影響，以及消費者將趨向於將產品來源國視為判斷產品品質的外部線索是一致的。 2. 在研究結果中 可得知當電梯品牌形象愈高時，則消費者對於產品的評價會愈高，這與Grewal, Krishnan, Baker, and Borin (1998)與Dodds, Monroe and Grewal(1991)所提出當品牌形象愈高時，消費者對於該產品的品質及評價會隨之愈高的論點是一致性的，這也 說明了通常高品牌形象產品會存在較高的市場佔有率及在消費者心中存在較佳的產品評價。。 3. 當電梯價格愈低時，則消 費者會存在愈低的產品評價。在Grewal, Krishnan, Baker, and Borin (1998) 研究中針對大學生對於腳踏車產品研究的結果顯 示價格折扣與產品品質存在負向關係。這表示價格愈低消費者對於該產品的知覺品質及產品評價會有愈低的現象。 4. 本研 究利用迴歸分析以檢定產品評價對消費者購買意願之關係。係數估計的結果指出，產品評價能有效預測消費者的購買意願
，產品評價愈高，消費者的購買意願愈高。這與Zeithaml(1988)提出價值的多層次屬性模式，認為消費者的購買意願源自於 知覺價值的結果相同。
關鍵詞 : 產品製造來源國 ; 產品評價 ; 品牌形象 ; 產品價格 ; 購買意願 目錄
封面內頁 簽名頁 授權書 iii 中文摘要 iv 英文摘要 vii 誌謝 viii 目錄 ix 圖目錄 xi 表目錄 xii 第一章 緒論 1.1研究動機 1 1.2研究 目的 2 1.3 研究範圍 2 1.4 研究限制 3 1.5 研究流程 4 第二章 文獻探討 2.1 產品線索 6 2.2來源國線索 7 2.2.1來源國效應 7 2.2.2多重來源國線索 9 2.2.3來源國形象與來源國形象效果 10 2.2.4來源國形象與來源國效應之定義 10 2.2.5來源國形象分類 11 2.2.6來源國形象在產品評價中的角色 12 2.3 品牌形象 2.3.1 品牌形象定義 15 2.3.2 品牌的功能 15 2.3.3 品牌形象 16 2.3.4 品牌形象對來源國形象的影響 17 2.4認知價格 2.4.1認知價格之定義 22 2.4.2 認知價格之觀點 23 2.4.3 影響認知價格之角色 25 2.5知覺產品評價的過程 26 2.6消費者購買行為理論 28 2.6.1 消費者購買行為分析 29 2.6.2 購買者決策過程 30 2.7 來源國 形象、認知價格與產品評價及購買意願 32 2.7.1 來源國形象與購買行為 32 2.7.2 認知價格與購買行為 34 2.7.3 產品評價與購 買意願 35 第三章 研究方法 3.1研究架構 36 3.2 研究假設 37 3.2.1 來源國效應與產品評價 37 3.2.2 品牌形象與產品評價 38 3.2.3 產品價格與產品評價 38 3.2.4 產品評價與購買意願 39 3.3 研究設計 39 3.3.1 實驗設計 39 3.3.2 研究標的 40 3.4 變數之 操作性定義 42 3.4.1 自變數 42 3.4.2 應變數 42 3.5 問卷設計 43 3.5.1 研究對象 43 3.5.2 研究程序 43 3.6 資料分析方法 44 第 四章 研究結果與分析 4.1前測分析 46 4.2 正式問卷 47 4.2.1 樣本信度分析 47 4.2.2 正式問卷樣本結構分析 48 4.2.3 產品評價 及購買意願之變異數分析 50 4.3 操弄變數檢定 51 4.3.1 品牌形象、來源國效應與產品價格對產品評價影響之檢定 51 4.3.2 產品評價與購買意願關係之檢定 53 第五章 結論與建議 5.1 研究結論 55 5.2 實務上之建議 57 5.3 未來研究之建議 58 參考文 獻 中文部份 60 英文部份 62 附件 前 測 問 卷 71 問 卷 (1) 80 問 卷 (2) 83 問 卷 (3) 86 問 卷 (4) 89 問 卷 (5) 92 問 卷 (6) 95 問 卷 (7) 98 問 卷 (8) 101
參考文獻
一、中文部份 1. 謝萬隆(1994)，「生產地與品牌來源國對消費行為影響之研究」，台灣大學商學研究所碩士論文 2. 藍美英(1994)，「中 日產品品牌形象之探討」，中州學報，第七期，頁263-273 3. 李奇勳(2001)，「價格、保證及來源國形象對產品評價與購買意願的影響」
，國立成功大學企業管理研究所博士論文 4. 曾瑞媛(2001)，品牌來源國籍品牌權益影響消費者購買產品及服務意願之研究，真理大學管 理科學研究所碩士論文 5. 謝千之(2000)，產品資訊情境、參考價格與知覺品質對消費者購買行為之影響，東吳大學企業管理研究所碩士 論文 6. 李青峰(1999)，產品涉入、品牌權益與市場特性對品牌評估與選擇之影響－以筆記型電腦產品為例，國立成功大學企業管理研究 所碩士論文。 7. 吳裕民(1988)，「本國學生對國產品與進口品態度之研究」，國立政治大學企業管理研究所未出版碩士論文。 8. 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」，東吳大學國際貿易系碩士班國際企業組碩士論文 9. 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」，長榮管理學院經 營管理研究所碩士論文 10. 朱鴻燕(2003)，「品牌、價格與認知價值關係之實證研究」，國立高雄第一科技大學行銷與流通管理系碩士 論文 11. 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」，元智大學管理研究所碩士論文 12. 呂錦 棠(2003)，「品牌形象與來源國形象關係之研究---產品屬性效果之探討」，元智大學管理研究所碩士論文 13. 王文妤(2003)，「來源國效 應、國族主義與產品知識差異對購買意願的影響之比較研究---以兩岸大學生評價行動電話為例」，朝陽科技大學企業管理系碩士論文 14. 王進淵(2003)，「品牌來源國國家形象、品牌名稱、價格對知覺品質與購買意願影響之研究---以中國上海地區少淑服裝消費者為例」
，天主教輔仁大學織品服裝研究所碩士論文 15. 俞芊薈(2002)，「產品線索對消費者認知價值與購買意願影響之研究---以行動電話為例」
，國立台北大學企業管理學系碩士論文 二、英文部份 1. Asker, D. A. and K. L. Keller (1990), “Consumer Evaluations of Brand Extensions,
”Journal of Marketing, Vol. 54(January), pp.27-41. 2. Asker(1996)“Measuring Brand Equity across Products and Markets,”California Management Review, Vol.38 (3), pp.102-120. 3. Asker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, and N.Y. 4. Ahmed, Sardine A. and Alain d’Astons (1996), “Country-of-Origin and Brand Effects: A Multi- Dimensional and Multi-Attribute Study,” Journal of International Consumer Marketing, Vol. 9(2), 93-115. 5. Alba, J. W. & J.W. Hutchinson (1987),“Dimensions of Consumer Expertise,”Journal of Consumer Research, Vol.13, pp.411-444. 6. Allison, R. I. and K. P. Hull(1964), “Influence of Beer Brand Identification on Taste Perception,” Journal of Marketing Research, Vol.1, pp.36-39. 7. Baugh, C. and Yaphank, A.(1993), “Mapping Country-of-origin Research: Recent Developments and Emerging Avenues,” Product-Country Images, Eds. N. Papadopoulos and L. He slop, New York:Hawthorne Press, pp.89-115. 8. Bile, A. L. (1992), “How Brand Image Drive Brand Equity,” Journal of Advertising Research, Vol.32 (6), pp. RC6-RC12. 9. Bissau, A. (1992), “The Moderating Role of Brand Familiarity in Reference Price Advertisement,” Journal of Business Research, Vol.25 (3), pp.251-262. 10. Chaos (1993), “Portioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product,”
Journal of International Business Studies, Vol.24 (2), pp.291-306. 11. Cordell, V. V. (1992),“Effects of Consumer Preferences for Foreign Sourced Products," Journal of International Business Studies, Vol.23, Q2, pp.251-269. 12. Demy, E.(1973), Psychographics and Form Where It Comes, Lifestyle and Psychographics, William D. Wells Edition, Chicago:AMA, pp.22. 13. Dickson, Peter R. and Alan G. Sawyer (1990), “The Price Knowledge and Search of Supermarket Shoppers,” Journal of Marketing, Vol. 42(July), 42-53. 14. Dodds, W. B., Monroe K. B., and D. Grewal (1991), “Effects of Price, Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28(August), pp.307-319. 15. Engel, James F. Roger D. Blackwell and Miniard (2000), Consumer Behavior.9th ed. 16. Erickson, Gary M., Johansson, Johny K.,
&Chao, Paul (1984), “Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects,” Journal of Consumer Research, Vol.
11(2), 694-700. 17. Fishbein M. and I. Ajzen (1975), Belief, Attitude, Intention and Behavior, Reading, Mass: Addison-Wesley. 18. Forcht, K. A. &
Wex, R. (1996), “Doing Business on the Internet: Marketing and Security Aspects,” Information Management of Computer Security, Vol. 4(4), 3-9. 19. Grewal, D., Monroe K. B., and R. Krishnan (1998), “The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions,” Journal of Marketing, Vol.62(2), pp.46-59. 20. Grewal, Dhruv, R. Krishnan, Julie Baker, and Norm Borin (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, Vol. 74, No. 3, pp. 331-352. 21. Han, C. M. (1989), “Country Image: Halo or Summary Construct?,” Journal of Marketing Research, Vol.26(2), pp.222-229. 22. Han, C. M. (1990), “Testing the Role of Country Image in Consumer Choice Behavior,”
European Journal of Marketing, Vol.24(6), pp.24-40. 23. Han, C. M. and V. Terpstra (1988), “Country-of-Origin Effects for Uni-National and Bi-National Products,” Journal of International Business Studies, Vol.19(2), pp.235-255. 24. Hastak, M. and S. Hong (1991), “Country of Origin Effects on Product Quality Judgements: An Information Integration Perspective,” Psychology and Marketing, Vol. 8(2), 129-143. 25. Hawkins, I.D., Best, J.R. and Coney, A.K.(1995), Consumer Behaviour, 6/e, McGraw-Hill. 26. Hong, Sung-Tai & Wyer, Robert S., JR. (1989), “Effect of Country of Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective,” Journal of Consumer Research, Vol.16(September) 175-187. 27. Hoyer, W. D. and S. P. Brown (1990), “Effects of Brand Awareness on Choice for a Common, Repeat-Pu,” Journal of Consumer Research, Vol.17(2), pp.141-148. 28. Hoyer, Wayne D. (1984), “An Examination of Consumer Decision Making for a Common Repeat Purchase Product,” Journal of Consumer Research, Vol. 11(December), 822-829,. 29. Jacoby, J., Olsen J. U., and R. A. Haddock (1971), “Price, Brand Name and Product Composition Characteristics as Determinants of Perceived Quality,” Journal of Applied Psychology, Vol.56(6), pp.570-79. 30. Jocoby, J, Szybillo G. J., & Busato-Schach J (1977), “Information Acquisition Behavior in Brand Choice Situations, “Journal of Consumer Reearch, Vol. 3(March), 209-216. 31. Johansson and H. B. Thorelli (1985), “International Product Positioning
”, Journal of International Business Studies. (Fall), pp57-75. 32. Johansson, J. K. and I. D. Nebezahl (1986), “Multinational Production: Effect on Brand Value,” Journal of International Business Studies, Vol.17(3), pp.101-126. 33. Johansson, J. K., S. P. Douglas and I. Nonaka (1985), “ Assessing the Impact of Country of Origin on Product Evaluation﹕A New Methodological Perspective,” Journal of Marketing Research, Vol. 22, 388-396. 34. Kamins, M. A. and L. J. Marks (1991), “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands,” Journal of the Academy of Marketing Science, Vol. 19(3), pp.177-185. 35. Kashyap, R. and D. C. Bojanic (2000),
“Astructural Analysis of Value, Quality and Price Perceptions of Business and leisure Travelers,” Journal of Travel Research. 39(Aug.), pp.45-51.
36. Keegan(1991) 37. Keller, K. L (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol.57(1), pp.1-22. 38. Khanna, S. R. (1986), “Asian Companies and the Country Stereotype Paradox: An Empirical Study,” Columbia Journal of World Business, Vol.21(2), pp.29-38. 39. Kolter, P. (1997), Marketing Management: Analysis, Planning, Implementation and Control,
Englewood Cliffs, N.J: Prentice-Hall Inc. 40. Kolter, P., S. H.Ang, S. M. Leong and C. T. Tan (1999), Marketing Managerment:An Asian
Perspective, 2nd ed.Prentice Hall. 41. Lampert, S.I. and E.D. Jaffe(1998), “A Dynamic Approach to Country-of-Origin Effect,” European Journal of Marketing, Vol.32, No.1-2, pp.61-78. 42. Laroche, M., Kim C., and L. Zhou (1996), “Brand Familiarity and Confidence as
Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context,” Journal of Business Research, Vol.37(2), pp.115-120. 43.
Leavitt, Harold J. (1954), “A Note on Some Experimental Findings about The Meaning of Price,” Journal of Business, Vol.27(July), 205-210. 44.
Lee, D. and G. Ganesh (1999), “Effects of Partitioned Country Image in the Context of Brand Image and Familiarity - a Categorization Theory Perspective,” International Marketing Review, Vol.16(1), pp.18-39. 45. Li, Z. G., Murray, L. W. and D. Scott (2000), “Global Sourcing, Multiple Country-of-Origin Facets, and Consumer Reactions,” Journal of Business Research, Vol.47(2), pp.121-133. 46. Lichtenstein, D.R., N.
M. Ridgway, and R.G. Netemeyer (1993), “Price Percetion and Consumer Shopping Behavior:A Field Study”, Journal of Marketing Research.30 (May), pp234-245. 47. Lim, J., Darley, W. K. & Summers, J.O. (1994), “An Assessment of Country of Origin Effects Under Alternative Presentation Formats,” Journal of Academy of Marketing Science ,Vol 22 (Summer), 274-282. 48. Manrai, L. A., and A. K. Manrai (1993), “Positioning European Country as Brands in a Perceptual Map: An Empirical Study of Determinants of Consumer Perceptions and Preference,” Journal of Euromarketing. 2(3), pp.101-129. 49. Manrai, L. A., Dana-Nicoleta Lascu, and Ajay K. Manrai (1998), “Interactive Effects of Country of Origin and Product Category on Product Evaluations,” International Business Review, Vol. 7, pp. 591-615. 50. Mazursky, D. and Jacoby J.( 1986), “Exploring the Development of Store Images.” Journal of Retailing 62 (Summer): 145-165. 51. Monroe, K. B. and R.
Krishnan (1985), “The Effect of Price on Subjective Product Evaluation,” In Perceived Quality: How Consumers View Stores and Merchandise, Jacoby J. and J. C. Olson, eds, Lexington, MA: Lexington Books, p.209-232. 52. Nagashima, A. (1970), “A comparison of Japanese and U.S.
Attitudes toward Foreign Products,” Journal of Marketing, Vol.34(January), pp.68-74. 53. Olson, Jerry C. and Jacob Jacoby (1972), “Cue Utilization in the Quality Perception Process,” in Proceedings of the Third Annual Conference of the Association for Consumer Research. ed. M.
Venkatesan, College Park, MD: Association for Consumer Research, pp.167-179. 54. Papadopoulos, N. and L. Heslop (1993), “Product-Country Image: Impact and Role in International Marketing,” International Business Press. 55. Park, C. W., Joworski, B. J., and D. J. MachInnis (1986),
“Strategic Brand Concept-Image Management,” Journal of Marketing, Vol.50(4), pp.135-145.Pecotich and Rosenthal(2001) 56. Pecotich, A.
and M. J. Rosenthal (2001), “Country of Original, Quality, Brand and Consumer Ethnocentrism,” Journal of Global Marketing. 15(2), pp.31-60.
57. Peterson, R. A. and A. J. P. Jolibert (1995), “A Meta-Analysis of Country-of-Origin Effects,” Journal of International Business Studies, Vol.26 (4), pp.883-899. 58. Philip Kotler, P. (2000), Marketing Management, 10th ed., Englewood Cliffs, N. J.: Prentice-Hall. 59. Rao, A. R. and K. B.
Monroe (1988), “The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations,” Journal of Consumer Research, Vol.15(September), pp253-264. 60. Richardson, P. S., Dick A. S., and A. K. Jain (1994), “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality,” Journal of Marketing, Vol.58(4), pp.28-36. 61. Roth, M. S. and J. B. Romeo (1992), “Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects,” Journal of International Business Studies, Vol.23(3), pp.477-497. 62. Samiee, S.(1994), “Consumer Evaluation of Product in a Global Market,” Journal of International Business Studies, Vol.25(3), pp.579-604. 63. Scitovsky, T.(1945), “Some Consequences of the Habit of Judging Quality by Pric,” Review of Economic Studies, Vol.12, pp.100-105. 64. Sherif, M. A. (1963), “Social Categorization as a Function of Latitude of Acceptance and Series Range,” Journal of Abnormal and Social Psychology, 67, pp.148-156. 65. Shimp, Terence A. and William O. Bearden. 1982. “The use of extrinsic cue to facilitate product adoption.” Journal of marketing research, Vol.19 (may), pp.229-239. 66. Simon, H. A. (1974), “How Big is a Chunk?” Science, 183(Feb), pp.1-23. 67. Szybillo, G.J. and Jacoby, J.(1974), “Intrinsic Versus Extrinsic Cues as Determinants of Perceived Product Quality,” Journal of Applied Psychology, Vol.59(1), pp.74-78. 68. Teas, R. K. and S. Agarwal(2000), “The Effect of Extricsic Product Cues on Consumers’
Perception of Quality, Sacrifice and Value,” Journal of the Academy of Marketing Science. 28(2), pp.278-290. 69. Thakor, M.V., and Lea Prevel Katsanis (1997),“A Model of Brand Country Effects on Quality Dimensions:Issues and Implications,“ Journal of Consumer Marketing, Vol.9 , No.3, pp.79-100. 70. Tse, D.K and G.J Gorn(1993), “An Experiment on the Salience of Country of Origin in the Era of Global Brands,” Journal of International Marketing, Vol.1, No.1, pp.57-76. 71. Tse, David K. and Wei-na Lee (1993), “Removing Negative Country Images: Effects of Decomposition, Branding, and Product Experience”, Journal of International Marketing, Vol. 1(4), pp.25-48. 72. Wall, M. and L.A.
Heslop(1986), “Consumer Attitude toward Canadian Made versus Imported Products, ” Journal of Academy of Marketing Science, Vol.14(2), pp.27-36. 73. Wall, M., J. Liefeld and L. A. Heslop (1991), “Impact of Country of Original Cues on Consumer Judgment in Multi-Cue Situation:
a Covariance Analysis,” Journal of the Academy of Marketing Science. 19(2), pp.105-113. 74. Wang, Chih-Kang and C.W. Lamb (1983), “The Impact of elected Environment Forces upon Consumer’s Willingness to Forgin Products”, Journal of the Academy of Marketing Science. 11(2), pp.71-84. 75. Wright, P. L. (1975), “Consumer Choice Strategy: Simplifying vs. Optimizing,” Journal of Marketing Research, 11(Feb), pp.
60-67. 76. Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,”
Journal of Marketing, Vol. 52(3), 2-22.
