本研究主要是探討來源國形象、知覺風險與購買意願之間的關係， 知覺風險是否具有中介效果，進而探討來源國負面訊息是否具有干擾效 果。本研究以日本及韓國帶有負面訊息而進口至臺灣的蘋果，調查台灣 消費者購買來自這兩個國家蘋果之購買意願及干擾效果的差異，以及知 覺風險的中介效果。透過便利抽樣法收集資料，發放消費日本與韓國蘋 果之消費者各300 份問卷，收回有效問卷分別為281 及290 份，有效問 卷回收率分別為93.7%及96.7%。研究結果顯示，來源國形象與購買意 願呈現正向關係，反之，來源國形象與知覺風險則具有負向關係；同時 知覺風險與購買意願也呈負向關係；進而，知覺風險對來源國形象與購 買意願確實具有部分中介效果；最後，就韓國樣本顯示，來源國負面訊 息對來源國形象與知覺風險之負向關係具有強化之干擾效果，且來源國 負面訊息對來源國形象與購買意願之正向關係具有弱化之干擾效果，但 是此干擾效果在日本樣本上則不顯著。

This study investigates the relationship among image of country-oforigin, perceived risk, and purchase willingness and further explores the mediation effect of perceived risk on the relationship between image of country-of-origin and purchase willingness, and the potential moderation effect of negative message from the country-of-origin. This study mainly focuses on the negative message for imported apples from Japan and Korea to Taiwan. It is designated to collect 300 questionnaires through convenient sampling for individuals revealing their image of country-oforigin, perceived risk, and purchase willingness for apples imported from Japan and Korea respectively. It results in 281 valid observations, i.e. 93.7% response rate, and 290 valid observations, i.e. 96.7% response rate, those response to related questions for Japan and Korea sample. The results show that there is a positive relation between image of country-oforigin and purchase willingness and a negative relation between perceived risk and purchase willingness. Concurrently, there is a negative relation between perceived risk and purchase willingness. Furthermore, the results do demonstrate perceived risk as a partial mediation effect. Finally, negative message from Korea sample enhances the moderation effect on the negative relationship between image of country-of-origin and perceived risk, and buffers the moderation effect on the positive relationship between image of country-of-origin and purchase willingness. These moderation effects, however, are not significant in Japan sample.