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研究生: 林佳芮
Carina Linortner
論文名稱: 品牌, 原產國, 與知覺風險對消費者選擇行為的影響
The Role of Brand, COO, and Perceived Risk in Consumer Choice Behavior
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: 72
中文關鍵詞: 品牌原產國知覺風險選擇
英文關鍵詞: Brand, COO, Perceived Risk, Choice
論文種類: 學術論文
相關次數: 點閱:122下載:35
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  • 來源國的研究是行銷領域的熱門研究題目之一。 許多學者已證實了來源
    國效應存在於消費者行為中 ;但有些學者認為 ,在這個全球化的世界中,
    產品來源國並不會影響消費者的選擇。作為目前為數不多的研究之一,
    本研究將消費者個人特質,即品牌忠誠度、對於產品道地程度的需求以
    及情境變數——知覺風險度做為探討之重點。
    研究結果證實,當進行產品選擇時,性別和知覺風險會直接影響消費者
    對品牌或來源國的重視程度。具體來說,(1)女性比男性受到產品產地
    的影響相較於品牌之影響會更大。 (2)當產品知覺風險越高時,產品產
    地的影響相較於品牌之影響會更大。品牌忠誠度與風險,對於產品道地
    程度的需求與性別,知覺風險與性別,這三組變數之間分別有交互作用。
    另外,對於道地程度的需求、知覺風險和性別這三個變數有交互作用。

    Country of Origin has been a frequently discussed topic in marketing literature. While
    some researchers are convinced of country of origin being salient, others believe that it
    does not matter anymore where the product comes from in our modern and globalized
    world.
    This thesis, as one of only a few, takes into account consumers’ personal traits,
    namely loyalty and need for authenticity and the situational variable of a purchase’s
    perceived risk. It is shown that risk and gender directly influence the relative
    importance of brand vs. country of origin when making a choice between two
    products. Females are more likely to choose a product according to the better country
    than men. It is also more likely to be more influenced by country than by brand when
    the product bears risk. Effects on choice of two-way interactions between loyalty and
    risk, need for authenticity and gender, risk and gender, as well as of a need for
    authenticity, risk and gender three-way interaction have been detected.

    1. Chapter 1 - Introduction 3 1.1 Research Motivation 6 2. Chapter 2 – Literature Review 8 2.1 Consumer Inference 9 2.1.1 Diagnosticity and Accessibility 9 2.2 Brand Attitude 11 2.3 Country of Origin 11 2.4 Involvement and Loyalty 16 2.5 Need for Authenticity 18 2.6 Risk 19 2.7 Gender 20 3. Chapter 3 - Method 21 3.1 Development of Hypotheses 21 3.2 Experimental Design 27 3.3 Measurement 29 3.3.1 Loyalty Measurement 30 3.3.2 Need for Authenticity Measurement 30 3.3.3 Manipulation Check: Risk Measurement 31 3.4 Procedure 32 3.4.1 Pretest 32 3.4.1.1 Participants 33 3.4.1.2 Data Collection 33 3.4.1.3 Results 35 3.4.2 Main Questionnaire 38 3.4.2.1 Participants 38 3.4.2.2 Data Collection 39 3.4.2.3 Data Processing 41 4. Chapter 4 – Results 41 4.1 Reliability Testing 41 4.1.1 Cronbach’s Alpha: Loyalty 41 4.1.2 Cronbach’s Alpha: NFA 42 4.1.3 Cronbach’s Alpha: Risk 42 4.2 Manipulation Check Risk 42 2 4.3 Effect of Demographics 44 4.4 Hypothesis Testing 44 4.4.1 H1 50 4.4.2 H2 50 4.4.3 H3 51 4.4.4 H4 51 4.4.5 H5 52 4.4.6 H6a and H6b 52 4.4.7 H7a and H7b 53 4.4.8 H8 53 4.4.9 H9 54 5. Chapter 5 – Discussion and Conclusion 55 5.1 Summary of Findings 55 5.2 Academic and Managerial Implications 56 5.3 Limitations and Future Directions 57 References 60 Appendix 67

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