A Study of the Relationship between the Effects of Country-of-Design, Country-of-Manufacture, Brand Imageand Consumer Purchase Intension – Using theWhite Electric Alliances as an ExampleA Study of the Relationship between the Effects of Country-of-De

• Main Authors: Yu, Hsuan-Yu, 于璇瑜
• Other Authors: Hung, Shih-Hsiung
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/49600967584228090246

碩士 === 中國文化大學 === 國際企業管理研究所 === 93 === The globalization of manufacturing facility and hybrid productions been booms up dramatically in recent years, the Country-of-Origin and Country-of- Manufacture usually comes from different countries. From a consumer’s perspec-tives, the brand image usually diversify the willingness and behavior, further to impact the buying decisions. This research is aimed on the relationship and impact on the Country-of-Design, Country-of-Manufacture, Brand Image and consumer purchase intension. This research adopts the experience design method, using the “Refrigerator” as the experiment object. With the combination of Country-of-Design, Country-of- Manufacture and Brand Image as the experiment base in total of ten (10) sets of experiment questionnaires. A total of 340 copies of valid questionnaire had been retrieved and analysis in this paper. The results of this research shown that the Country-of-Design has no sig-nificant impact on the buying decisions, but the Brand Image shown is the major impact to the buying decisions. The better Brand Image wins no matter where the product design or made from. This research showed a great impact from the Country-of-Manufacture to Country-of-Design. If the Country-of-Manufacture and Country-of-Design are all newly industrializing countries, the consumer purchase intention is higher than the Country-of-Design are an advanced country. If in the case of the Country-of- Manufacture is a developing country, there has no obvious differences between Country-of-Design is an advanced country or a newly industrializing country. On the other hand, the Country-of-Manufacture did not show the impact through the element of interference in the Brand Image and purchase intension.