研究生: |
史騰明 Thomas Joseph McSweeney |
---|---|
論文名稱: |
消費者感受認知及產地國於消費行為之影響角色—以福特汽車於中國和台灣受試者為例 Ford in China and Taiwan: Consumer Perceptions and the Role of Country of Origin |
指導教授: |
沈永正
Shen, Yung-Cheng |
學位類別: |
碩士 Master |
系所名稱: |
管理研究所 Graduate Institute of Management |
論文出版年: | 2015 |
畢業學年度: | 104 |
語文別: | 英文 |
論文頁數: | 75 |
中文關鍵詞: | 原產地 、國家設計 、國家製造 、敵意 、消費者態度 |
英文關鍵詞: | Country of Origin, Country of Design, Country of Manufacturing, Animosity, Consumer Attitude |
論文種類: | 學術論文 |
相關次數: | 點閱:133 下載:47 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
本研究主要探討中國和台灣消費者面對不同產品來源國的福特汽車時,對於福特汽車是否會有不同的認知,特別是針對其產品品質、價格實惠性、產品可靠性上。此外,本研究亦比較中國和台灣因為對於產品來源國的不同情感態度是否會影響消費者對產品品質、價格實惠性、產品可靠性的判斷。如中國對日本的仇恨情節及台灣與日本的友好關係等。
此外,隨著全球化的發展,產品來源國已可被分解為設計來源國(COD)與製造組裝來源國(COM),而過去研究指出製造來源國與設計來源國的一致性亦會對消費者的產品認知造成影響,而本研究更進一步探討消費者對於產品來源國的情感態度是否會調節製造與設計來源國的一致性的效果。
本研究首先進行問卷調查探討台灣與中國消費者對於不同生產來源國的喜好度差異,而後針對研究假設進行小樣本的前測確認實驗素材的正確性,最後進行大樣本的正式實驗。
The main purpose of this research is to test the different consumer perceptions of Ford when evaluating products’ different COOs (the US and Japan) particularly focusing on dimensions of automobile quality, affordability and reliability. In addition, this study will compare the results in two different host markets, China and Taiwan, one with high animosity toward Japan (China) and one with no animosity toward Japan (Taiwan).
Also, with the development of globalization, COO can be divided into two unique categories, COD (Country of design) and COM (Country of manufacturing). Based on previous studies, the COD and COM consistency will influence the product perceptions of consumers. This study goes further, analyzing the effects of animosity and no animosity in two scenarios, when the COD and COM are consistent, and when the COD and COM are different.
This thesis first distributes a questionnaire to investigate the COO perceptions and preferences of consumers from Taiwan and China. Then, based on this investigation, hypotheses are developed and a pretest is conducted to ensure the validity of the survey used in the experiment. The experiment is then conducted and analyzed to find the results of different perceptions in each of the respective host markets.
REFERENCES
1. Abelson, R. P. (1988). Conviction. American Psychologist, 43, 267–275.
2. Bilkey Warren J. and Erik Nes (1982), "Country-Of-Origin Effects on Product Evaluation," Journal of International Business Studies, 13(spring/summer), 89-99.
3. Celsi, Richard L. and Jerry Olson (1988), "The Role of In- volvement in Attention and Comprehension Processes," Journal of Consumer Research, 15 (September), 210-24.
4. "Changan Ford Mazda." Wikipedia. Wikimedia Foundation. Web.
<http://en.wikipedia.org/wiki/Changan_Ford_Mazda>. (Wikipedia)
5. Chen, Kathy Yi, Pragya Mathur and Durairaj Maheswaran. “The Effects of Country-Related Affect on Product Evaluations.” Journal of Consumer Research.
6. Cher-Min Fong, Chun-Ling Lee, and Yunzhou Du (2014) Consumer Animosity, Country of Origin, and Foreign Entry-Mode Choice: A Cross-Country Investigation. Journal of International Marketing: March 2014, Vol. 22, No. 1, pp. 62-76.
7. "China Ends U.S.’s Reign as Largest Auto Market." Bloomberg, 11 Jan. 2010. Web.
<http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aE.x_r_l9N
ZE>. (Bloomberg)
8. Clarke, Keith and Russell W. Belk (1978), “The Effects of Product Involvement and Task Definition On Anticipated Consumer Effort,” in Advances in Consumer Research, Vol. 5, ed. Keith Hunt, Ann Arbor, MI: Association for Consumer Research.
9. Clarkson, J. J., Tormala, Z. L., & Rucker, D. D. (2008). A new look at the consequences of attitude certainty: The amplification hypothesis. Journal of Personality and Social Psychology, 95(4), 810–825.
10. Dornoff, R. J., Tankersley, C. B., and White, G. P. (1974), "Consumer's Perception of Imports," Akron Business and Economic Review, Summer, 26-
29.
11. Ford Lio Ho Motor Company Ltd. (福特六和)
<http://www.ford.com.tw> (Ford TW)
12. "Ford Lio Ho Motor Co., Ltd." Company Directory. Web.
Gaedeke, Ralph (1973), "Consumer Attitudes Towards Products 'Made In' Developing Countries," Journal of Re ailing, 49 (Summer), 13-24.
13. Gross, S., Holtz, R., & Miller, N. (1995). Attitude certainty. In R. E. Petty & J. A. Krosnick (Eds.), Attitude strength: Antecedents and conse- quences (pp. 215–245). Mahwah, NJ: Erlbaum.
14. Han, C. M. Country image: Halo or summary construct? Journal of Marketing Research, v.XXVI, May, p.222-229. 1989.
15. Heller, Daniel Arturo and Shinya Orihashi. "Pooling Capabilities Abroad for Global Competitive Advantage: Investigating Ford–Mazda Cooperation in Southeast Asia." Inderscience, 1 Jan. 2003. Web. 26 Apr. 2015.
16. Howard, John A. and Jagdish N. Sheth (1969) The Theory of Buyer Behavior, New York: John Wiley
17. Hulland, John. Use of partial least squares (PLS) in strategic management research: a review of four recent studies, Strategic Management Journal
Volume 20, Issue 2, pages 195–204, February 1999.
18. Johansson, Johny K., Susan P. Douglas, and Ikujiro Nonaka (1985), "Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective," Journal of Marketing Research, November, 388-396.
19. Johansson J.K., Nebenzahl I.D., (1986), “Multinational production: Effect on brand value”, Journal of International Business Studies, 17, pp. 101–126.
20. Klein, J.G., Ettenson, R., and Morris, M.D. (1998), "The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China", Journal of Marketing, 62, 89-100.
21. Krugman, Herbert E. (1977), "Memory Without Recall, Exposure Without Perception," Journal of Advertising Research, 17 (August), 7-14.
22. Kwon Jung, Swee Hoon Ang, Siew Meng Leong, Soo Jiuan Tan, Chanthika Pornitakpan, and Ah Keng Kau (2002), “A Typology of Animosity and Its Cross-National Validation,” Journal of Cross-Cultural Psychology, 33 (November), 525-539.
23. Maheswaran, D., & Chaiken, S. (1991). Promoting systematic processing in low-motivation settings — Effect of incongruent information on processing and judgment. Journal of Personality and Social Psychology, 61(1), 13–25.
24. M. Sadiq Sohail and Osman Gokhan Sahin “Country-of-Origin Effects on Consumers’ Evaluations of Automobiles: Perspectives from a Developing Nation” 2009 Journal of International Consumer Marketing, Volume 22, Issue 3, 2010
25. Nagashima, Akira (1970), "A Comparison of U.S. and Japanese Attitudes Toward Foreign Products, Journal of Marketing, 34 (January), 68-74.
26. Obermiller, Carl & Eric R. Spangenberg. 1989. Exploring the effects of country-of-origin labels: An information processing framework. In T. K. Srull, editor, Advances in consumer research, 16: 484.
27. Okechuku, Chike and Zhang, He “Chinese Consumer Attitudes Toward Automobile Country of Origin” European Journal of Management, 2012.
28. Petrocelli, J. V., Tormala, Z. L., & Rucker, D. D. (2007). Unpacking attitude certainty: Attitude clarity and attitude correctness. Journal of Personality and Social Psychology, 92, 30–41.
29. Reierson, Curtis (1966), "Are Foreign Products Seen as National Stereotypes?" Journal of Retailing, (Fall), 3340.
30. Shin, Kawashima. "Japan and Taiwan: Officially Strangers, Unofficially Friends."
Nippon RSS. 29 Aug. 2013. Web<http://www.nippon.com/en/in-depth/a02204/>. (Kawashima Shin)
31. "Taiwan Vehicles Market Stands on the Sky." Focus2Move. 28 Mar. 2015. Web.
<http://focus2move.com/taiwan-vehicles-market/>. (Taiwan Vehicles Market)
32. "A Timeline of Ford Motor Company." NPR, 2006. Web.
<http://www.npr.org/templates/story/story.php?storyId=5168769> (NPR)
33. Uma R. Karmarkar and Zakary L. Tormala. “Believe Me, I Have No Idea What I’m Talking About: The Effects of Source Certainty on Consumer Involvement and Persuasion” Journal of Consumer ResearchVol. 36, No. 6 (April 2010), pp. 1033-1049
34. Hamzaoui, L. and D. Merunka (2006), “The Impact of Country of Design and Country of Manufacture on Consumer Perceptions of Bi-National Products’Quality: an empirical Model Based on the Concept of Fit”, Journal of Consumer 74
Marketing, Vol. 23 No. 3, pp. 145-155.
35. Han, Hsin Tien (2010), “The Investigation of Country-of-Origin Effect-Using Taiwanese Consumers' Perception of Luxury Handbags as Example”, The Journal of American Academy of Business, Vol. 15 No. 2, pp. 66-72.
36. Henderson, S. and S. F. Hoque (2010), “The Ethnicity Impact on Attitudes toward Country of Origin for Products with Different Involvement Levels”, Journal of International Consumer Marketing, Vol. 22 No. 3, pp. 271-291