| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 91 === In the time of the globalization of market and division of labor of the world, consumers will face a huge of number of product items which come from foreign countries. Lacks of the full knowledge of such a huge number of products, consumers not only depend on some clues of those products but also on their psychological preference to process their buying decision. Hence the information of country of origins plays an important role.
Most of the models concerning about the effects of country of origins treating these effects as exogenous clues for consumers to evaluate the foreign products and to inspire their buying tendency. For the integrity of buying behavior, this study tries to add the endogenous factors－product knowledge and psychological perception of consumers themselves to those models mention above.
Although there are same kind of people in Taiwan and mainland China, and both of them speak the same language, since the separation in 1949, a newly territorial culture has been formed in Taiwan, so there may be some difference in the perception of nationalism between those people in these two places. Researches which focus on the topics of effect of country of origins and nationalism have been well developed, but there are few comparative studies to this topic between two different places. This study tries to measure the degree of the difference in the perception of nationalism of college students in Taiwan and mainland China, and discuss the interference effect of those differences to the impact of country of origins on the buying behavior of notebooks in these two places.
According to the empirical data, this study finds that, for the notebooks, the evaluation between ‘made in Japan’ and ‘made in Taiwan’ seem no difference to the students in mainland China. The situation among students in Taiwan is the same, but for them, the ‘made in Japan’ and ‘made in Taiwan’ ones are more valuable than those made in China. For students who come from department of business administration, there is no significant difference in evaluation of products which come from different areas, but there is another story for the ones come from information related department. Hence, this study finds that the degree of product knowledge do interfere to the impact of country of origins on the evaluation of products.
For the students in China, there is no significant influence on the foreign product evaluation and buying tendency by the ethnocentrism, but for the students in Taiwan, there are significant positive relationships between them. For the students in China, there is no significant relationship between the animosity to whatever areas and the buying tendency of products which made in there. For the students in Taiwan, there no significant relationship between the animosity to Japan and the buying tendency to products which made in there, but for them, the animosity to mainland China has negatively impact on the buying tendency to the products which made in there.
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