The effect of extrinsic cues on consumer’s perceived quality and risk- consistency of country-of- origin, price and brand

• Main Authors: Su-Chaun Chi, 紀夙娟
• Other Authors: Kung-Mo Guo
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/63945085522321019266

博士 === 中國文化大學 === 國際企業管理研究所 === 97 === As the market is more open and international, the consumer have more choices. This study examine the relationships extrinsic cues and consumer’s perceived quality and perceived risk. Precious researches didn’t discuss on the consistency of extrinsic cues. Therefore, this study focuses on the consistency of extrinsic cues .Also discussed the moderating effect of intrinsic cues. Survey of 640 have been made, 509 copies of questionnaires have returned.The re-sponse rate is 79.53%. The results of the study indicate: 1. Only the country-of-origin had significant effect on consumer’s perceived quality. No matter the level of price and brand or not, they don’t influence consumer’s perceived quality. The country-of-origin and price had significant effect on consumer’s perceived risk. 2.The consistency of country-of- origin, price and brand don’t have significant effect on perceived quality and perceived risk. 3. The intrinsic cues under this study will not influence the relationships extrinsic cues and consumer’s perceived quality and perceived risk. According to the empirical evidences, it is suggest marketer should be more em-phasize on country-of-origin, whenever they promote their products.