Country-of-Origin,Argument Quality and Need for Cognition on the Effectiveness of Communication

• Main Authors: Mao-Sung Liu, 劉茂松
• Other Authors: Jen-Hung Huang
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/38773830039372415515

碩士 === 國立交通大學 === 經營管理研究所 === 87 === The main objective of this research is to investigate the effectiveness of the "quality perception toward product" ,"valuation toward product" ,"attitude toward product" and "buying intention" under different economic development level of country-of-origin(industrializedcountry/newlyindustrializing country/less-developed country), different type of argument quality (strong/weak)and different level of subjects'' need for cognition(high/low). Three countries are selected based on a pretest in producing the target product：America ,Taiwan , and Malaysia. This study uses 3×2×2 factorial experimental design. The experimental product is "personal computer". The major findings through empirical demonstration are： 1.There is better effectiveness of communication toward product from a industrialized country (America) or a newly industrializing country (Taiwan) than a less-developed country (Malaysia). But the effects of country-of-origin between America and Taiwan are not significant. 2.Strong arguments are better than weak arguments on the effectiveness of communication. Strong arguments toward quality perception and product evaluation are better than those of weak arguments when product originated from America or Malaysia. But no significant difference when product labeling made-in Taiwan. 3.When consumer NFC is high, industrialized country (America) cue will lead to better product evaluation and attitude than less-developed country (Malaysia), but no significant difference when consumer NFC is low..