台灣消費者本國中心主義與產品態度對購買本國產品行為的影響

Abstract

台灣於2002年正式加入WTO後，需逐步消除保護國內經濟的貿易障礙並對外開放國內市場，因此本國廠商勢必要與擁有強大資金與世界品牌優勢的外商一同競爭。為了能在競爭激烈的環境中致勝，行銷人員必須清楚瞭解消費者的購買行為及其背後的影響因素後，再據以制定適當的競爭策略。 由社會學概念所發展出的「本國中心主義」，意指個人傾向以自己所屬團體的觀點，來看待與評估世界。Netemeyer et al.（1991）的研究指出，本國中心主義傾向會影響消費者對母國與外國產品的信念、態度與行為意圖。有許多探討來源國效應的文獻也加入本國中心主義作為變數，來探討其對外國產品購買意圖的影響。因此本研究以消費者本國中心主義、對本國產品的態度來分析其對購買本國產品行為的影響，企圖瞭解本國中心主義與產品態度對購買行為的解釋力。此外並以人口統計變數針對該兩變數進行變異數分析，以驗證各組人口統計變數的本國中心主義與產品態度是否不同。本研究實證結果發現： 1.消費者的本國中心主義傾向越高，會購買越多的國產品。 2.消費者的本國中心主義傾向與本國產品態度之間是正相關。 3.消費者對本國產品的態度越正面，會購買越多的國產品。 4.人口統計變數對消費者本國中心主義的分析結果顯示，女性的消費者本國中心主義傾向較男性為高；當消費者的教育程度、收入與社經地位越低，則他們的本國中心主義傾向越高，但消費者的年齡不會影響其本國中心主義傾向。 5.人口統計變數對本國產品態度的分析結果顯示，男性對本國產品的態度較女性正面；當消費者的收入與社經地位越高，則他們對本國產品的態度越正面。但消費者的年齡與教育程度不會影響其對本國產品的態度。

After Taiwan joined the WTO in 2002, most of the trading barriers which were built to protect the domestic economy need to be gradually eliminate and the local market should be opened liberally. Hence local companies must compete with many foreign companies which used to own plenty of capital assets and worldwide famous brands. In order to succeed in this competitive environment, market sales must realize all the factors which might influence consumers’ purchasing behavior and work out some plans to be successful under this situation. Ethnocentrism is the development from the concept of sociology which specifies the preference of individuals to view and evaluate the world through the perspective of groups they belong to. The theory of Netemeyer et al. (1991) pointed out that the ethnocentrism will affect consumers’ beliefs, attitudes, and behavioral intentions toward local and foreign products. There are many more research exploring the country of origin （COO） are using ethnocentrism as a topic to discuss its influencing on the purchase of import products. Thus this paper is using consumer ethnocentrism （CE） and product attitudes to analyze their impact on purchase of local products. Besides, this study also used ANOVA to analyze if there are any differences in CE and product attitudes between different demographics. The conclusion of this study can identify result as following: 1. The consumers have higher ethnocentrism tendency, they will buy more local products. 2. There is a positive relationship between consumer ethnocentrism tendency and product attitudes. 3. The consumers have more positive attitudes toward local products will buy more local products. 4. The analyzing results of ethnocentrism in different demographics showed that women have higher ethnocentrism than men. And those at lower level of education, income and social economic status, also have higher the ethnocentrism too. But the age will not be affected by the tendency of ethnocentrism. 5. The analyzing results of product attitudes in different demographics showed that men’s attitudes on local made product are more positive than women. And the higher income and social economic status, the more positive attitudes toward local made product. But the age and education will not be affected by the product attitudes.