The Effects of Japanese Labeling on Consumers’ Attention and Product Evaluation

• Main Authors: Tzu-en Chang, 張慈恩
• Other Authors: Dung-chun Tsai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/22005503021638795288

碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 97 === In Taiwan, consumers are embraced in an environment full of Japanese labeling products. Some of those products are actually imported from Japan; some of them are manufactured by Taiwanese company. No matter which of them, marketers try to deliver Japanese style image to consumers. The increasing usage of Japanese labeling also brought some negative information. Newspaper revealed some Taiwanese company use Japanese labeling purposely, trying to confuse consumers’ perception of products’ country of origin. Also, some consumers love Japanese culture, owing to Japanese soap drama. Hence, the primary purpose of this study is to investigate the impacts of Japanese labeling on consumers’ attention and product evaluation. Furthermore, authors try to investigate the effect of discongruency between Japanese labeling image and made in Taiwan on product evaluation. Also using Japanese culture identity as moderator. Two2x2 factorial experiments were designed to test the hypotheses. The results of this study include the followings: (1)Consumers will have higher attention and product evaluation on Japanese labeling product than Chinese labeling product. (2)Consumers of high Japanese cultural identity have enhanced effect on attention and evaluation on Japanese labeling product. However, to consumers of low Japanese cultural identity, the difference between Japanese labeling product and Chinese labeling product is not obvious. (3)Consumers will have negative evaluation on Japanese labeling product with made in Taiwan comparing to in Japanese. (4)Consumers of high Japanese cultural identity have enhanced negative product evaluation effect on Japanese labeling made in Taiwan product. However, to consumers of low Japanese cultural identity, the difference between Japanese labeling product without made in information and Japanese labeling made in Taiwan product. (5)Consumers of high Japanese cultural identity whose product evaluation on Japanese labeling made in Taiwan product are higher than low Japanese cultural identity. (6)Consumers have higher product evaluation on Japanese labeling made in Taiwan product than Chinese labeling product.