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題名：來源國效應與購買意圖、知覺品質關係之研究：以國家技術水準為干擾變項
書刊名：多國籍企業研究學報
作者：嚴文位 引用關係／洪世雄
出版日期：2006
卷期：30
頁次：頁119-145
主題關鍵詞：來源國；設計國；裝配國；品牌形象；國家技術；購買意圖；知覺品質；COO；COD；COA；Brand image；Country technology；Purchase intention；Perceived quality
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前人的研究大多只針對來源國（country of origin, COO）的因素來源探討消費者對其產品的認知，Han and Terpstra（1988）認為若忽略其他相關COO線索的重要性會影響消費者對產品的評估，是故，前人的研究鮮少考慮國家技術對於COO與購買意圖（purchase intention）、知覺品質（perceived quality）的影響，因此，本研究以COO之設計國（country of design, COD）裝配國（country of assembly, COA）以及品牌形象（band image）為COO之線索，並且加入了國家技術之干擾變項，以ANOVA-3×2×2×2實驗設計來實證消費者對產品有關的線索評估與購買意圖、知覺品質之關係。經由實證研究獲得以下結論：1. 消費者在無特定資訊可用時，COD、COA與品牌，就成為消費者最佳的評估資訊。2. COD與COA對產品知覺與購買意圖會產生差異的交互作用有顯著的影響。3. COD與品牌在產品品質知覺與購買意圖上呈現顯著的交互作用，消費者會經由品牌的經驗來聯想產品品質知覺與購買意圖，同時不同的產品COD與不同的品牌，消費者分別會給予不同的評價。4. COD、COA與品牌之間的交互作用，在產品品質知覺方面會有顯著影響，但是在產品購買意圖上卻是無交互作用。5. 國家技術水準會干擾COO與產品品質知覺與購買意圖之關係。本研究從理論與實務上作探討，以作為進一步的研究與實務之參考。
Han and Terpstra (1988) indicated that other COO cues of neglect may impact consumers on product evaluations. In spite of vast number of empirical COO studies, little is known about the country technology, COD, COA, and brand image on the evaluation of and the purchase intention and perceived quality towards a product. The purpose of the study is to examine the extent to which the country technology may moderate country of origin for design, assembly, and brand image on purchase intention and perceived quality. The study was used ANOVA in 3×2×2×2 between-subjects design to examine. Five findings are concluded as below: 1. COD, COA, and brand can be the best information of the evaluation when there is not specific cues to evaluate for consumers. 2. COD by COA interaction on purchase intention and perceived quality is to present significant difference. 3. COD by brand image interaction on purchase intention and perceived quality is to present significant difference. 4. COD and COA by brand image interaction on perceived quality are to present significant difference, but no appreciable difference was observed on purchase intention. 5. COO cues by country technology interaction on purchase intention and perceived quality is to present significant difference.
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