| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === Previous studies of country-of-origin effects have pointed out that consumers tend to judge product quality by the country image. This image is created by such variables as national characteristics, political and economic background, history, and culture. However, the cultural variable was less touched upon. In this study, we investigated the moderating effects of consumer’s foreign cultural identities and product involvement on the country-of-origin effects. A 4 (countries of origin: Japan, Korea, China, and Taiwan) × 2 (degrees of product involvement) experimental design was used to test our predictions. The results suggest that country-of-origin would affect consumer’s product evaluation, and consumer’s foreign cultural identities would also moderate the country-of-origin effects on product evaluation and advertising attitudes.
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