在我國加入 WTO 後，國與國的距離日益縮進，市場的產品也越來越多，可提供消費者做選擇。然而影響消費者的購買意願有很多，而在本研究中，將探討本國消費者我族傾向對購買進口貨的意願，是否會因消費者的產品知識與產品知覺價值高低等因素，而有其干擾效果。研究結果顯示，消費者因其本身所具的產品知識，產品知覺價值高低，其對本研究測試產品（數位相機）的購買意願，遠遠超過消費者本身所具的我族傾向，為此我族傾向的高低在本研究中相對薄弱，因為我族傾向這一個問題，雖已持續研究有一百多年，而在未來是否依然存在於本國，將是ㄧ個很好，而且可長久觀察的問題。

After our country’s enrollment to WTO, the distance between countries has been reduced with more and more products presented in the market for the choice by customers. But there are many factors influencing the purchase intention of consumers. In this study, we discuss whether we-identities of consumers in this country will obstruct the intention of purchasing imported goodsdue to some factors including the consumers’ product knowledge, the perceived product value and the like Research results show that consumers’ purchase intention of the tested product (digital camera) is far beyond their own we-identities because of their product knowledge and perceived product value, so the weight of we-identities is relatively low in this study. Therefore for we-identities continuously studied for over 100 years, their presence in the country in the future will be a good and long observable subject.