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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/152448


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    Title: 使用外來語或當地語言推廣新產品之研究：來源國因素之影響
    Promoting a new product in a foreign versus local language: Does Country-of-origin matter?
    Authors: 顏序安
    Yen, Hsu-An
    Contributors: 朴星俊
    Park, Sung-Jun
    顏序安
    Yen, Hsu-An
    Keywords: 廣告語言
    來源國效益
    語言熟悉程度
    在地化產品推廣
    Advertising language
    Country-of-origin
    Language familiarity
    Localized product promotion
    Date: 2024
    Issue Date: 2024-08-05 12:14:22 (UTC+8)
    Abstract: 本文旨在探討：推廣在地化外國產品時，使用外來語或當地語言設計廣告，是否會影響消費者的購買意願。本研究設計了兩種版本的問卷，一種以法文作為廣告語言，另一種則使用中文，共收集了128位台灣人的有效數據。研究採用獨立樣本t檢驗，分析來源國效應與語言熟悉度的綜合影響。結果顯示，消費者主要透過來源國特質來評價產品價值，換言之，當廣告語言提供正面的來源國特質，將增加消費者的購買意願。
    This study investigates the impact of advertising language—specifically, the use of a foreign versus a local language—on consumer purchasing behavior when promoting localized foreign products. A survey was administered in two versions, one in French and the other in Chinese, to a sample of 128 participants in Taiwan. An independent t-test was employed to analyze the combined effects of country-of-origin and language familiarity. The result reveals that consumers predominantly assess products based on country-of-origin attributes. Advertising languages that convey positive country-of-origin cues significantly enhance consumers' purchase intentions.
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    111363078
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111363078
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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