The Impacts of Brand Awareness and Country-of-Origin on Consumers’ Response, The Moderating Effect of Service Interaction

• Main Authors: Nan-Ching Wu, 吳楠菁
• Other Authors: Rong-Da Liang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/82qjwm

碩士 === 國立澎湖科技大學 === 服務業經營管理研究所 === 98 === The main purpose of this study is to examine the impacts of brand awareness, and country-of-origin on consumers’ perceived quality , perceived risk, brand acceptance and brand loyalty. Besides that, the moderating effects of service interaction on the relationship between independent variables and the dependent variable are also the research’s goal. Firstly, this study reviews the related literature to develop research hypotheses. The experiment with 2×2×2 factor design is conducted to collect the empirical data. The main results of this research are as follow: The first part: 1 Brand awareness do have significant difference on consumer’ perceived quality, perceived risk, brand acceptance, and brand loyalty. 2 Country-of-Origin do have significant difference on consumer’ perceived quality, perceived risk, brand acceptance, and brand loyalty. The second part: 1 Brand awareness and country-of-origin have interactive effect on consumer’ perceived quality. The high country-of-origin has significant difference of perceived quality for the product with brand awareness both for high and low. 2 Brand awareness and Country-of-Origin have no interactive effect on consumer’ perceived risk, brand acceptance, and brand loyalty. The third part: 1 There is moderating effects of the service interaction on the relationship between brand awareness, and country-of-origin and perceived risk. When service interaction was in high frequency instance, high country image has significant difference on perceived risk for the product with the high brand awareness. In low service interaction instance, high country image has significant difference on perceived risk for the product with the low brand awareness. 2 There is no moderating effects of the service interaction on the relationship between brand awareness, and country-of-origin and perceived quality, brand acceptance, and brand loyalty.