| Summary: | 博士 === 中國文化大學 === 國際企業管理研究所 === 91 === This study explores the effect of international strategic alliances on consumer''s perception of product. Base of the perception theory, the study discuss the special phe-nomenon of strategic alliance product from the view of consumer.
The research problem of this paper is found in self-contradictory of literature de-duction and empirical phenomenon. For purify this relationship, the analytical approach of methodology is applied to analyze the parsimonious relationship by the cross-sectional survey.
The data is composed of real consumer by one-on-on interview and is collect by 1472 questionnaires. The results of this study support the hypothesis that consumer’s brand perception would affect form the product of international strategic alliances. But the product of international strategic alliances is not influence quality perception and price perception.
According the research of relationship between original product and the product of international strategic alliances, we find the perception of alliance product would influ-ence form the perception of original product especially in different level alliance situa-tion. Finally, the results indicate that national image is not related to consumer percep-tion of alliance product.
Although these hypotheses were not all supported by the empirical data, but it still have good contribution in theory. First in theoretical, the paper can answer the research problem by reasonable deduction and have good evidence. Second in practical, this pa-per can offer insights into marketing as to know the effect of international strategic alli-ances on consumer''s perception of product.
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