產品來源國形象、廣告訊息內容及消費者知覺價格對消費者購買行為之影響：以行動電話品牌為例_

:::

詳目顯示

第 1 筆 / 總合 1 筆

/1頁

來源文獻資料
摘要
外文摘要
引文資料

題名：	產品來源國形象、廣告訊息內容及消費者知覺價格對消費者購買行為之影響：以行動電話品牌為例
書刊名：	中華管理學報
作者：	劉財龍
作者(外文)：	Liu, Tsai-lung
出版日期：	2008
卷期：	9:4
頁次：	頁27-57
主題關鍵詞：	產品來源國形象；廣告訊息內容；消費者知覺價格；消費者購買行為；Product country-of-origin image；Advertising information content；Consumer perceived price；Consumer purchase behavior
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:39

為補足先前之研究缺口，本研究試圖以六種知名行動電話品牌為調查對象，並透過2（產品來源國形象：佳、普通）×2（廣告訊息內容：豐富、單純）×2（消費者知覺價格：高、低）之組間與組內混合因子實驗設計，加以探討產品來源國形象、廣告訊息內容及消費者知覺價格三者之直接效果與交互作用對消費者購買行為產生何種影響。問卷回收384份後經由結構方程模式與變異數分析結果顯示，(1)產品來源國形象對消費者購買行為有部份顯著影響（產品來源國形象佳／普通，則知覺價值與購買意圖高／低，但對知覺犧牲不具顯著影響）；(2)廣告訊息內容對消費者購買行為有部份顯著影響（廣告訊息內容豐富/單純，則知覺價值與購買意圖高/低，但對知覺犧牲不具顯著影響）；(3)消費者知覺價格高/低，則知覺犧牲與知覺價值高/低；知覺價格對購買意圖則呈現負向顯著影響。(4)產品來源國形象、廣告訊息內容及消費者知覺價格三者交互作用，對知覺犧牲、知覺價值及購買意圖皆有顯著影響；產品來源國形象與廣告訊息內容之交互作用，對知覺犧牲無顯著影響，但對知覺價值與購買意圖皆有顯著影響。據此，本研究提出管理實務意涵，及對國內行動電話業者提出三項經營管理建議。

以文找文

To bridge the gap of past studies, the purpose of this research was to investigate six popular mobile phone brands and to use between-subject factorial design and within-subject factorial experimental design of 2 (product country-of-origin image: appealing, unappealing) x 2 (advertising information content: abundant, usual) x 2 (consumer perceived price: high, low) to explore how the direct and interaction effect of product country-of-origin image, advertising information content and perceived price impacts on consumer purchase behavior. After 384 pieces of questionnaires was collected and implementing the structural equation modeling analysis and ANOVA analysis. Results were indicated that (1) product country-of-origin image had partial significant influence on consumer purchase behavior (i.e. the appealing/ unappealing product country-of-origin image, the high/low perceived value and purchase intention, but there had no significant influence on perceived sacrifice); (2) advertising information content had partial significant influence on consumer purchase behavior (i.e. the abundant /usual advertising information content, the high/low perceived value and purchase intention, but there had no significant influence on perceived sacrifice); and (3) the high/low consumer perceived pricing, the high/low perceived sacrifice and perceived value; and perceived price had negative significant influence on purchase intention. (4) the interaction effect of product country-of-origin image, advertising information content and perceived price had significant influence on perceived sacrifice, perceived value and purchase intention; the interaction effect of product country-of-origin image and advertising information content had no significant influence on perceived sacrifice, but had significant influence on perceived value and purchase intention. Based implications of the research findings, three business management recommendations are discussed for mobile phone companies.

以文找文

期刊論文
1.	Hong, S.、Wyer, R. J.(1989)。Effect of country of origin and product attribute information on product evaluation: An information processing perspective。Journal of Consumer Research，16(2)，174-187。
2.	Lee, C. W.、Shuh, Y.、Moon, B. J.(2001)。Product-country image: The roles of country-of-original and country-of target in consumer's prototype product evaluations。Journal of International Consumer Marketing，13(3)，47-62。
3.	Herche, J.(1994)。Ethnocentric Tendencies, Marketing Strategy and Import Purchase Behavior。International Marketing Review，11(3)，4-16。
4.	Alba, J. W.、Marmorstein, H.、Chattopadhyay, A.(1992)。Transitions in preference over time: The effects of memory on message persuasiveness。Journal of Marketing Research，23，406-416。
5.	Friedman, M. L.、Smith, L. J.(1993)。Consumer evaluation processes in a service setting。The Journal of Services Marketing，7(2)，47-59。
6.	Gaedeke, R.(1973)。Consumer attitudes toward products made in developing countries。Journal of Retailing，49，12-24。
7.	Han, C. M.(198806)。The role of consumer patriotism in the choice of domestic versus foreign production。Journal of Marketing Research，28(6/7)，25-32。
8.	Hunt, S. D.(1976)。Informational vs. persuasive advertising: an appraisal。Journal of Advertising，5，5-8。
9.	Kucuk, S. U.(2005)。Impact of consumer confidence on purchase behavior in an emering market。Journal of International Consumer Marketing，18(1/2)，73-84。
10.	Luk, S. T.、Yip, L. S.(2008)。The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour。Journal of Brand Management，15(6)，452-466。
11.	Mceachern, M. G.、Warnaby, G.(2008)。Exploring the relationship between consumer knowledge and purchase behaviour of value-based labels。International Journal of Consumer Studies，32(5)，414-429。
12.	Monroe, K. B.(197606)。The influence of price difference and brand familiarity on brand performance。Journal of Consumer Research，3，42-49。
13.	Roth, M. S.、Romeo, J. B.(1992)。Matching product category and country image perception: A frame work for managing country-of-origin effects。Psychological Review，86(2)，87-123。
14.	Suri, R.、Kohli, C.、Monrce, K. B.(2007)。The effects of perceived sarcity on consumers' processing of price information。Academy of Marketing Science，35(1)，89-105。
15.	Teng, L.、Laroche, M.、Zhu, H.(2007)。The effects of multiple-ads and multiple-brands on consumer attitude and purchase behavior。Journal of Consumer Marketing，24(1)，27-35。
16.	Wall, M.、Liefeld, J.、Heslop, L. A.(199102)。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)，105-113。
17.	Wang, Chih-Kang、Lamb, C. W.(1983)。The Impact of selected environment forces upon consumers' willingness to foreign products。Journal of the Academy of Marketing Science，11(2)，71-84。
18.	Han, C. M.、Terpstra, V.(1988)。Country-of-origin effect for uni-national and bi-national products。Journal of International Business Studies，19(Summer)，235-253。
19.	Kim, J.、Lee, H. H.(2008)。Consumer product search and purchase behaviour using various retail channels: the role of perceived retail usefulness。Ineternational Journal of Consumer Studies，32(6)，619-635。
20.	Liu, Y.(2007)。The long-term impact of loyalty programs on consumer purchase behavior and loyalty。Journal of Marketing，71(4)，19-34。
21.	Manrai, L. A.、Manrai, A. K.(1993)。Positioning European country as brands in a perceptual map: An empirical study of determinants of consumer perceptions and preference。Journal of Euro Marketing，2(3)，101-129。
22.	Rossiter, J. R.(2003)。How to construct a test of scientific knowledge in consumer behavior。Journal of Consumer Research，30(2)，305-310。
23.	Zanot, E.(1984)。Public attitudes toward advertising: the American experience。International Journal of Advertising，3(1)，3-15。
24.	Klein, J. G.、Ettenson, R.(1998)。Consumer animosity and consumer ethnocentrism: An analysis of unique antecedent。Journal of International Consumer Marketing，11(4)，5-24。
25.	Erevelles, Sunil、Roy, Abhik、Vargo, Stephen L.(1999)。The use of price and warranty cues in product evaluation: A comparison of U.S. and Hong Kong consumers。Journal of International Consumer Marketing，11(3)，67-91。
26.	Ducoffe, Robert H.(1995)。How consumers assess the value of advertising。Journal of Current Issues and Research in Advertising，17(1)，1-18。
27.	Cordell, V. V.(1992)。Effects of Consumer Preferences for Foreign Sourced Products。Journal of International Business Studies，23(2)，251-269。
28.	Han, C. M.(1990)。Testing the Role of Country Image in Consumer Choice Behaviour。European Journal of Marketing，24(6)，24-40。
29.	Armstrong, J. S.、Overton, T. S.(1977)。Estimating non-response bias in mail survey。Journal of Marketing Research，14(3)，396-402。
30.	Stern, B. L.、Krugman, D. M.、Resnick, A. J.(1981)。Magazine advertising: An analysis of its information content。Journal of Advertising Research，21(2)，39-44。
31.	Erickson, G. M.、Johansson, J. K.(1985)。The role of price in multi-attribute product evaluation。Journal of Consumer Research，12(2)，195-199。
32.	Rao, A. R.、Monroe, K. B.(1989)。The effect of price, brand name, and store name on buyer's perception of product quality: an integrative review。Journal of Marketing Research，26(3)，351-357。
33.	Bagozzi, R. P.、Yi, Y.、Phillips, L. W.(1991)。Assessing construct validity in organizational reseasrch。Administrative Science Quarterly，36(3)，421-458。
34.	Bilkey, Warren J.、Nes, E. B.(1982)。Country-of-origin effects on product evaluations。Journal of International Business Studies，13(1)，89-100。
35.	MacInnis, Deborah J.、Moorman, Christine、Jaworski, Bernard J.(1991)。Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads。Journal of Marketing，55(4)，32-53。
36.	Ahmed, Sadrudin A.、D'Astous, Alain(1996)。Country-of-Origin and Brand Effects: A Multi-Dimensional and Multi-Attribute Study。Journal of International Consumer Marketing，9(2)，93-115。
37.	Teas, R. K.、Agarwal, S.(2000)。The effects of extrinsic product cues on consumers' perceptions of quality, sacrifice, and value。Journal of the Academy of Marketing Science，28(2)，278-290。
38.	Kaiser, H. F.(1958)。The varimax criterion for analytic rotation in factor analysis。Psychometrika，23(3)，187-200。
39.	Zhang, Yong、Gelb, Betsy D.(1996)。Matching advertising appeals to culture: The influence of products' use conditions。Journal of Advertising，25(3)，29-46。
40.	Roberts, Mary Lou、Wortzel, Lawrence H.(1979)。New Life-Style Determinants of Women's Food Shopping Behavior。Journal of Marketing，43(3)，28-39。
41.	Jacoby, Jocob、Olson, Jerry C.、Haddock, Rafael A.(1971)。Price, Brand Name and Product Composition Characteristics as Determinants of Perceived Quality。Journal of Applied Psychology，55(6)，570-579。
42.	Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。
43.	Chao, Paul(1993)。Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product。Journal of International Business Studies，24(2)，291-306。
44.	Han, C. Min(1989)。Country Image: Halo or Summary Construct?。Journal of Marketing Research，26(2)，222-229。
45.	Lin, L. Y.、Chen, C. S.(2006)。The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan。Journal of Consumer Marketing，23(5)，248-265。
46.	Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。
47.	Bloch, Peter H.(1982)。Involvement Beyond the purchase process: Conceptual issues and empirical investigation。Advance in Consumer Research，9(1)，413-417。
48.	Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。
49.	Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research，28(3)，307-319。
50.	Ines, R.、Mattania, T.、Hendriek, C. B.、Catharina, E. J.、Huibert, T. D.(2002)。Selection bias due to non-response in a health survey among patients with reheumatoid arthritis。European Journal of Public Health，12(2)，131-135。

圖書
1.	Brislin, Richard(1993)。Understanding cultures influence on behavior。Orlando：Dryden Press。
2.	Lilien, Gary L.、Kotler, Philip(1983)。Marketing decision making: A model-building approach。New York：Harper and Row。
3.	Yau, O. H. M.(1994)。Consumer behavior in Ching: Customer satisfaction and cultural values。New York, NY：Routledge。
4.	Kerlinger, F. N.(1986)。Foundations of Behavior Research。NY。
5.	Bettman, J. R.(1979)。An information processing theory of consumer choices。Reading, MA：Addison-Wesley Publishing Co.。
6.	Schiffman, Leon G.、Kanuk, Leslie Lazar(1991)。Consumer Behavior。Prentice-Hall。
7.	Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。
8.	Kotler, Philip、Ang, Swee Hoon、Leong, Siew Meng、Tan, Chin Tiong(1999)。Marketing Management: An Asian Perspective。Prentice-Hall。
9.	Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。

其他
1.	(20070718)。Gartner Market Institutation，http://www. hkepc.com/bbs/news， 2007/07/18。

圖書論文
1.	Baugh, C. C.、Yaprak, A.(1993)。Mapping country-of-origin recent developments and emerging research avenues。Product-country images: Impact and role in international marketing。Binghamton, N. Y.：International Business Press。
2.	Mitchell, A. A.(1981)。Dimensions of advertising involvement。Advances in consumer research。Ann Arbor, MI：University Microfilms International。
3.	Jacoby, Jacob、Olson, Jerry C.(1977)。Consumer response to price: An attitudinal, information processing perspective。Moving ahead with attitude research。American Marketing Association。
4.	Monroe, K. B.、Krishnan, R.(1985)。The Effect of Price on Subjective Product Evaluation。Perceived Quality: How Consumers View Stores and Merchandise。Lexington, MA。

推文
推薦
引用網址
引用嵌入語法
轉寄

top

:::

相關期刊
相關論文
相關專書
相關著作
熱門點閱

1.	來源國形象對消費者態度與行為影響之後設分析研究
2.	應用行銷組合與知覺價值模式探討游泳消費者再購意願之研究

無相關博士論文

無相關書籍

無相關著作

1.	情感、田野技法、存在與人類學知識
2.	論史學史研究中的常識與想像：以《通鑑》編纂史料兩條解讀為例
3.	晚近臺灣民粹主義的發展：「人民」與「他者」想像的形成
4.	從宗教團體自治檢討「辦理寺廟登記須知」的問題
5.	進-出宗教之間：臺灣新時代靈性實踐的分析
6.	臺灣通靈現象的發展脈絡：當代臺灣本土靈性運動試探
7.	戰時思惟下的戰後臺灣新聞管制政策(1949~1960)
8.	清治時期平鎮八保庄的拓墾
9.	清代臺灣方志輿圖的政治文化意識
10.	十七世紀荷蘭改革宗教會在臺灣與巴達維亞的宗教教育--教義教材的比較分析
11.	拒檢運動與政黨全面控制戰後中國新聞業
12.	論唐代公舉的形成
13.	李諧的心事與魏收的史事：史傳文本〈述身賦〉的雙重涵義
14.	從傳播研究角度重讀亞里士多德《修辭學》

QR Code

臺灣人文及社會科學引文索引資料庫系統

詳目顯示

臺灣人文及社會科學引文索引資料庫