| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 98 === In order to revive Taiwan's economy and industrial development, the Govenrnment of Taiwan(GoT) targets on promoting the development of cross-strait trading and investment. By doing so GoT started opening up cross-strait trade liberalization and internationalization, and actively promoting cross-strait Economic Cooperation Framework Agreement (ECFA). In this article we will explore how would different country-of-brand and country-of-manufacture influence consumers’ purchase intention. Product involvement and retail shop type would also moderate the effect consumers’ of the country-of-brand and country-of-manufacture on consumer’s purchasing intention.
Therefore, this study adoptes a 2 (country of brand: high or low) x2 (country of manufacture: high or low) x2 (product involvement: high or low) x3 (retail shop type: warehouse, department store or online) between-subject experimental methods, including two pre-test and one formal experiment, that obtain the following conclusions:
(1)Products with higher country-of-brand image has favorable purchasing intention than lower country-of-brand image.
(2)Products with higher country-of-manufacture has favorable purchasing intention than lower country-of-manufacture image.
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