評估模式對負面來源國效應之調節效果

Abstract

當廠商試圖透過全球外包策略以尋求成本優勢的同時，如何發展有效的策略以降低來源國效應所可能帶來的負面影響，是相當重要的課題。本研究旨在探討品牌形象與評估模式是否能夠調節負面來源國效應。本研究透過一個2(來源國)×2(品牌)×2(評估模式)的實驗設計，藉以驗證在不同的評估模式下，品牌與來源國效應的影響力是否有所差異，研究資料利用重複測量的多變量變異數分析法予以分析。研究結果顯示，來自正面來源國的產品，在共同評估的模式下，相對於在分別評估的模式下，可以得到較高的產品評價；相反的，來自負面來源國的產品，則在分別評估的模式下，相對於在共同評估的模式下，可以得到較高的產品評價；此外，本研究結果則並不支持優勢的品牌形象可以降低負面來源國效應的主張。據此，本研究建議，無論廠商具有高品牌形象或低品牌形象，來源國效應對其產品評價具有同等的影響力；換言之，即便產品來自高品牌形象的廠商，來源國效應所可能帶來的負面影響並不會因此而消除；另一方面，為了降低負面的來源國效應，無論品牌形象的高低，廠商應當避免讓來自負面來源國的產品，與來自正面來源國的產品進行直接比較。據此，當行銷生產自負面來源國的產品時，行銷人員應當創造一個誘導消費者使用個別評估模式的銷售環境；相反的，對於來自正面來源國的產品，廠商則應當主動將其產品與來自負面來源國的產品共同展示，藉以進一步提升消費者的品質知覺。

As multinational firms seek to acquire competitive cost advantages through global sourcing, it is also important for them to develop effective strategies to reduce possible damage of negative country-of-origin (COO) effect. This study aims to examine whether brand image and evaluation mode could alleviate negative COO effect. A 2(COO)×2(brand)×2(evaluation mode) experimental design was employed in order to examine whether brand and COO effects on product evaluation vary under different evaluation modes. The data were analyzed by a repeated measure MANOVA. The results showed that products made in favourable countries were rated higher in joint evaluation mode than in separate evaluation mode. Conversely, products made in unfavourable countries were better evaluated in separate evaluation mode than in joint evaluation mode. The results of this study are not in favour of the notion that a strong brand image could overcome negative effect of COO. Conclusions of this study suggest that COO effect plays an equally important role in consumer product evaluation for both strong and weak brands. Thus, even for a product with strong brand image, the negative consequences of COO stemming from consumers’ unfavourable attitudes towards the manufacturing country is not likely to be completely eliminated. Moreover, to alleviate negative impact of unfavourable COO, marketers may want to avoid direct comparison between products made in unfavourable countries with those made in favourable countries regardless of their brand strength. Accordingly, when marketing a product made in an unfavourable country, marketers should manage to create a selling environment facilitating separate evaluation mode. In contrast, marketers should proactively manage to display products from favourable countries along with those from unfavourable countries in order to further enhance quality perceptions.