產品製造與設計來源對品牌形象與購買意願之影響

Abstract

現今國際市場全球化的時代，對於產品亦或是服務的來源國家以及製造產地，已成為了消費者購買商品時的重要考量之一。然而，跨國公司紛紛出現盛行「組裝」的概念，生產製造全球化而導致混合產品(Hybrid Product)的出現，也使得原產地概念複雜化。 本研究探討商品產地標示中，製造城市與設計來源國的標示對消費者所認知的品牌形象、知覺品質、品牌情感與購買意願的影響。另外，本研究也探討了在產品廣告中，以技術生產者作為廣告代言人對消費者所認知的品牌形象、代言人可信度、品牌情感與購買意願的影響。過去已有許多文獻探討來源國效應、廣告代言人等議題，但卻鮮少有學者針對製造城市或設計來源國之產品標示，以及生產者為廣告代言人之影響做研究。本研究透過操弄四種不同的產品製造地標示，以及三種不同的生產者廣告代言策略，來觀察消費者對各個構面的評價與反應。 本研究利用SPSS統計套裝軟體，以ANOVA方法分析資料並驗證相關假說，其結果顯示：在不同的產地標示策略下，標示出設計來源國的策略能使品牌形象、知覺品質與品牌情感有顯著的正面影響;然而，以生產者做為廣告代言人策略下，消費者對於品牌形象、代言人可信度、品牌情感與購買意願皆無顯著的影響。

Living in the era of globalized international market, consumers take the country of origin or production place of product and service as an important consideration when they are purchasing. However, multinational corporations have the prevalence of “assembling” concept, the globalized manufacturing leads to the presence of hybrid product and also make the country of origin concept more complicated. This research examines the effects of country of origin labeling with manufacturing city and design country on consumers' perceptions of brand image, perceived quality, brand affect and purchase intention. In addition, this research also examines the assembly line producers as the advertising spokesperson on consumers' perceptions of brand image, endorser’s credibility, brand affect and purchase intention. While country of origin and endorses have been studied extensively in the past research, but few examine the effect of country of origin labeling with manufacturing city and design country, and take the producer as the endorser. Four studies with country of origin labeling and three studies with producer endorser will be conducted and observe the consumers’ response on different aspects. ANOVA will be employed for analyzing the hypothesis, the results show as below: in the different production place labeling strategies, the design of country labeling has a positive effect on brand image, perceived quality and brand affect. However, in the producer as advertising endorser strategies show no significant effect on each analysis aspects.