The Relationship between Country of Origin Effect and Consumer Information-Processing Decision Rule

• Main Authors: Tai-Shin Hsu, 徐代興
• Other Authors: Chine-Heng Chou
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/94748912644262343418

碩士 === 中國文化大學 === 國際貿易學系碩士班 === 97 === Consumer information-processing decision rule means that the way how consumer assess and choose the attribute of the goods, it can influences purchase behavior and decision. With the globalization coming, each country’s trade investment barrier reduces gradually, so the enterprise starts to become the multi-nationality enterprise, the Country of Origin Effect also to differentiate for the country of origin and the country of manufacture. The objective of this study is to examine the relationship between country of origin Effect and consumer information-processing decision rule. This study used convenience sampling methods. The data of research is com-posed of the people who had bought the children’s garment in one year. The research used the 2(country-of-origin)×2 (country-of-manufacture) factorial designs based on multi-attributes mode. 500 questionnaires are distributed and 369 valid question-naires are returned. The response rate is 82.3%. The results of Logistic regression analysis indicate that after control of product familiarity, complexity and involve-ment, when the country of origin are more positive, it will cause the consumer to use the non-compensatory; when the country of manufacture are more positive, it will cause the consumer to use the non-compensatory. Managerial implications are dis-cussed.