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    题名: 來源國形象對消費者態度與行為影響之後設分析研究
    其它题名: The Impact of Country-of-Origin Image on Consumer Attitude and Behavior: A Meta-Analysis
    作者: Tsai, Pei-Chun;Lin, Chih-Wei;Lou, Yung-Chien
    蔡佩純;林智偉;樓永堅
    贡献者: 企管系
    关键词: 來源國;消費者態度;消費者行為;後設分析;country-of-origin;consumer attitude;consumer behavior;meta-analysis
    日期: 2016-10
    上传时间: 2017-05-16 17:02:28 (UTC+8)
    摘要: 本研究採用後設分析方法整合台灣來源國形象影響消費者態度與行為之實證研究，共採錄27 篇文獻、93 筆資料點，研究結果如下：(1) 來源國形象與知覺品質、知覺風險、品牌態度及購買意願確實具有中高程度之顯著關係，尤以來源國形象對知覺品質及品牌態度的影響程度為甚。(2) 三個調節變數影響結果：a.「來源國型態」就來源國形象與消費者態度面，即知覺品質、風險與品牌態度等其調節效果顯著；b.「研究設計」差異僅在來源國形象與消費者知覺風險、品牌態度、購買意願等有其調節效果；c.「刺激產品特徵」就來源國形象與消費者態度面即知覺品質、風險與品牌態度三者關係有調節效果，且其對來源國形象與消費者行為面即購買意願之關係產生調節影響。The authors conduct a meta-analysis on the effect of country-of-origin (COO) on attitude and behavior of consumers. Bases on 27 independent studies and 93 data points, the results of meta-analysis show that average weighted effect size value can be produced to interpret the magnitude of correlation between COO and the four factor (perceived quality, perceived risk, brand attitude and purchase intention). More importantly, correlation between COO, perceived quality, perceived risk and brand attitude are moderated under COO types. Moreover, the effects of COO differed in perceived risk, brand attitude and purchase intention are influenced by different research design. Finally, the country of stimulus of moderating effect can also be confirmed between COO, perceived quality, perceived risk, brand attitude and purchase intention.
    關聯: 行銷科學學報, Vol.12, No.2, pp.141-164
    数据类型: article
    DOI: 10.3966/181666012016101202003
    显示于类别:[企業管理學系] 期刊論文

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