Country-of-Origin Effect on Consumer's Adoption of Cultural & Creative Products

Abstract

自1960年代以來，來源國效果對消費者購買行為的影響，便受到專家學者的興趣與注意。另一方面，在全球化的背景下，消費者較以往有更多的機會接觸其他國家的文化創意產品。而過去文獻在來源國效果的研究上，鮮少著重在文化創意產品上。據此，本研究擬探究來源國效果對文化創意「核心產品」與「週邊產品」之購買意願，並了解國家熟悉度的干擾效果、以及文化產品類別問的關聯效果。 本研究實證之「核心產品」為電視劇及工藝設計，「週邊產品」為旅遊。產品來源國包括美國、日本、臺灣、韓國。其主要結論為：(1)COO形象會透過態度，進而影響消費者購買／採用該國文化創意產品之意願。(2)消費者對核心產品之態度會影響其對週邊產品的購買意願。(3)COO形象對文化產品態度的影響受到「國家熟悉度」所干擾。(4)關聯效果存在。亦即，消費者會以該國較為熟悉的文化產品推論較不熟悉的文化產品。

Since the mid-1960s, numerous researches have successfully employed country-of-origin (COO) in evaluating consumers' purchasing decisions. On the other hand, on the context of globalization, consumers have more opportunities to select cultural & creative products (C&C products) from foreign countries. Previous studies on analyzing COO effects seldom focus on C&C products. To fill up the gap, this study tries to examine COO effects on the purchases of a core as well as a peripheral C&C products. Moreover, this study also tests the intervening effect of country familiarity on COO and consumer's attitude toward C&C product and the association effect between different C&C product categories. The empirical results of this study are as follows. (1) COO effect will influence consumers' attitudes toward the C&C product and in turn influence their purchase/adoption intentions. (2) Consumers' attitudes toward the 'core' C&C product positively affect their purchase/adoption intentions on the 'peripheral' C&C product. (3) 'Country familiarity' has an intervening effect on COO and consumer's attitude toward the core C&C products. (4) There is an 'association effect', i.e., consumer will infer the quality of an unfamiliar C&C product category from the quality of a familiar C&C product category.