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    題名: 產地國效應對台灣民眾的影響：以法國紅酒為例
    The impact of `Country of Origin Effect` on purchase intention in Taiwan. The case of French wine
    作者: 夏桔寧
    Lisa Chamayou
    貢獻者: 郭貞
    Kuo Cheng
    夏桔寧
    Lisa Chamayou
    關鍵詞: country of origin effect
    country image
    counsumer behavior
    日期: 2013
    上傳時間: 2014-08-06 11:48:47 (UTC+8)
    摘要: 本研究的目的是分析法國國家形象對於台灣葡萄酒消費者對購買葡萄酒意願的影響。在本研究中，我想要介紹法產葡萄酒對於消費者敏感度的概念以及標識影響消費者購買意願的變數。
    Foreign markets are influenced by positive and negative stereotypes that international companies have to know how to play with. Consumer’s behavior towards foreign products can significantly vary from a country to another. Thus it is necessary to study the impact that ‘country-of-origin effect’ has on foreign markets as it plays a key role on the final purchase intention. A positive image of the country of origin facilitates product adoption in foreign market.
    The objective of this research is to analyze the influence of the country image of France on the purchase intention of wine by Taiwanese customers. Throughout this study I want to introduce the notion of consumer’s sensitivity to the French origin of wine and to identify the variables that influence their purchase intention.
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    描述: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    100461022
    102
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0100461022
    資料類型: thesis
    顯示於類別:[國際傳播英語碩士學程] 學位論文

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