產品來源國與正負面產品訊息對消費者態度的影響--以數位相機為例_

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題名：	產品來源國與正負面產品訊息對消費者態度的影響--以數位相機為例
書刊名：	北商學報
作者：	邢姍姍／陳澔妡／周峰莎
作者(外文)：	Hsing, San-San／Chen, Hao-Hsin／Chou, Feng-Sha
出版日期：	2007
卷期：	12
頁次：	頁43-63
主題關鍵詞：	來源國；正負面產品訊息；知覺風險；消費者知識；消費者態度；Country of origin；Positive/negative information；Perceived risk；Consumers' product knowledge；Consumers' attitudes
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:39

本研究主要探討來源國與正負面產品訊息對消費者態度的影響，並加入知覺風險及消費者知識為干擾變數，探討來源國與正負面產品訊息效應是否會因消費者的知覺風險及產品知識程度的高低而有所不同。本研究以數位相機為實驗標的，採用3×2多因子實驗設計，並以變異數分析驗證研究假說。研究發現：來源國與正負面產品訊息對消費者之態度有顯著影響。消費者對於日本與臺灣所產製之數位相機，有較佳之產品態度，其購買意願也較高；對於來自中國的數位相機，整體態度較差。除此之外，來源國和正負面產品訊息之交互作用分析發現：日本與中國在來源國形象較為極端的情況下，正負面訊息的影響較輕；對中等來源國形象之國家--臺灣，有最強烈的影響，消費者態度有明顯的改變。最後，當消費者具有較高的知識水準以及當產品來源國為臺灣時，正負面產品訊息對消費者態度的影響較會更為強烈。

以文找文

This article examines how perceived risk and consumer knowledge moderate the impacts of country of origin and positive/negative information on consumers' attitudes. With the use of digital camera as the test object, a 3 (Japan, Taiwan, and China) X2 (positive and negative information) factorial experiment was designed. Research results show that the main effects of country of origin and positive/negative information are both significant, Moreover, based on interaction effect analysis, when the product is made in Taiwan, and when consumers have high product knowledge, the impact of positive/negative information tends to be the strongest. Finally, this study concludes by discussing managerial implications and making suggestions for future research.

以文找文

期刊論文
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會議論文
1.	Mandler, George P.(1982)。The Structure of Value: Accounting for Taste。The 17th Annual Carnegie Mellon symposium on cognition。Hillsdale, NJ：Lawrence Erlbaum Associates。3-36。
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學位論文
1.	胡佳興(2005)。筆記型電腦得獎紀錄對消費者購買意願之影響(碩士論文)。國立臺灣科技大學。延伸查詢
2.	Kochunny, C. M.(1988)。An investigation into the applicability of the concept of schema in marketing: The existence of country of origin schema for representing knowledge of automobiles(博士論文)。Memphis State University。
3.	陳怡君(2003)。來源國與商店型態對消費者態度之影響--以化妝品為例(碩士論文)。真理大學。延伸查詢

圖書
1.	Kotler, Philip、Keller, Kevin Lane(2005)。Marketing Management。Prentice-Hall。

圖書論文
1.	Heslop, L. A.、Papadopoulos, N.(1993)。But who knows where and when: Reflections on the images of countries and their products。Product-country images: Impact and role in international marketing。New York：Haworth Press。
2.	Bauer, Raymond A.(1960)。Consumer Behavior as Risk Taking。Dynamic marketing for a Changing World。Chicago：American Marketing Association。

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