| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 94 === The research bases on the empirical observation, there are full of hybrid products in our daily life. The research considers that the topic “Country of Origin” should not limit to single perspective. Furthermore, we have to know the hybrid Country of origin effects to consumers.
Country of Origin Effect will be influenced by different types of Product Classification. Involvement and Purchasing Motivation are two important factors that affect consumer behaviors the most. Consumers nowadays are having more product information knowledge then before and need more perceptual promotion. Therefore, this research chooses FCB model to be the Product Classification.
This study uses experimental design with 6x4=24 treatments. Selecting mobile phones, jeans, toilet paper, and shampoo to be the segment products. The object of study are graduates and undergraduates students in Taiwan. There are 773 effective questionnaires data.
After examining, this research find that the Product Classification as follows: The mobile phone belongs to Think / high Involvement, jeans belongs to Feel / high Involvement, toilet paper belongs to Think / low Involvement, and the shampoo belongs to Feel / low Involvement.
The result as follow When Country of Origin is the same, different country has the significant effect. When thinking over Country of Origin Effect, consumer will collect all information to estimate it. Country of Origin Effect should be interfered by the Product Classification.
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