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題名:品牌知名度與消費者特徵對來源國效應評價之影響
書刊名:多國籍企業研究學報
作者:任立中 引用關係張嘉雯 引用關係林淑惠
出版日期:2006
卷期:30
頁次:頁1-23
主題關鍵詞:來源國效應聯合分析認知價值國際行銷策略The effect of country-of-originConjoint analysisPerceived valueInternational marketing strategy
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來源國效應意指消費者對特定國家的態度會影響其購買行為。當一個某特定的形象愈顯著時,消費者愈容易將此國家所產製的產品與其形象作連結(來源國形象的延伸),亦即消費者對於某項產品的認知或態度的形成主要是歸因於該產品製造國的國家形象,來源國效應的價值於焉產生。儘管過去許多相關的研究已經證實來源國效應的存在以及各項可能影響的因素(諸如涉入程度、國家認同等),但是對於國際企業實務而言,來源國效應的價值應如何從消費者的觀點確實衡量,以便於在擬訂全球運疇管理策略時,將製造國與消費國間之關連,按照來源國效應價值之結構,發展最適資源配置的製造策略,選擇適切的市場區隔,訂定配套的生產、產品、與價格策略,以期求得利潤的最大化。 若欲達成前述之目的,其前提是如何客觀地衡量來源國效應。而為了將此一效應能實際與管理決策連結,本研究將此效應的價值定義為在消費者心中所願支付的代價(perceived value)。亦即當其他條件相同的情形下,因來源國的不同,消費者所願支付的價差做為該效應之認知價值的衡量。透過聯合分析法(Conjoint Analysis),採用整體輪廓法設計問卷,讓受測者在最接近實際決策情境下做評估,以求得相對來源國效應之價值。然後,進一步針對個別消費者之認知價值的衡量,做為市場區隔的基礎,以瞭解不同來源國如何在不同的市場區隔中做最適的定位。最後,對於過去文獻中所曾提及的各項影響因素如國家認同感、產品知識、認知需求、涉入程度、國籍、品牌知名度等,亦加以驗證這些變數對來源國效應之認知價值是否有影響,並計算其影響程度的大小。唯經由正確客觀地評估與實際衡量來源國效應之價值,才能將來源國效應的觀念真正落實在國際行銷策略的發展與執行上。
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會議論文
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研究報告
1.Alan, K. M.(2000)。Assessing The Impact of Country-of-Origin On Product Evaluations: A Study On Chinese Consumers。The Open University of Hong Kong。  new window
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1.Sumner, William G.(1906)。Folkways: A Study of the Sociological Importance of Usages, Manners, Customs, Mores, and Morals。Ginn and Company。  new window
 
 
 
 
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