THE IMPACT OF COUNTRY-OF-BRAND AND COUNTRY-OF-MANUFACTURE ON CONSUMERS’PURCHAING INTENTION PRODUCT INVOLVEMENT AND RETAIL SHOP TYPE AS MODERATORS

• Main Authors: Chin-Hua Chang, 張之華
• Other Authors: Ming-Chuan Pan
• Format: Others
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/71439607072606534681

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.