| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 98 === In modern markets products come in a wide range and variety. Due to the asymmetries of information, consumers cannot acquire the information of all products, and thus rely mostly on brands to differentiate products. The more information consumers obtain, the lower the probability of making errors in purchasing. Therefore, in addition to product-related of brand attributes, such as price and performance, the non-product-related of brand attributes are also valued. This research takes the country-of-origin and corporate images of brand attributes as independent factors of the study. In consumers’ perspectives, the research discusses the impacts of the country-of-origin and corporate images on perceived values, and further explores the influences on purchasing intentions. In addition, due to consumers’ rising awareness of environmental issues, this research adds in green products and product involvement which determines consumers’ risk-caring levels as modulating factors. It is aimed to explore how the regulation effects work on the impacts of the origin-country and business images on perceived values.
Research data were collected through virtual questionnaires on the Internet. The results found that when consumers consider a product as a green product, the positive impacts of the country-of-origin image on perceived values get stronger, and the positive impacts of the corporate image on perceived values also get stronger. When the product involvement is high, the positive impacts of the country-of-origin images on perceived values get stronger, and so is the case with corporate images. The higher consumers’ perceived values on products are, the higher the purchase intentions.
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