| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 98 === With the trend of globalization, consumers today face a proliferation of products with multi-country affiliations. As such, it is likely that the country-of-brand of a multi-country product is no longer the most important determinant in the purchase intention. Although there are numerous studies related to country-of-origin (COO) effects, studies detailing price discount and product involvement in country-of-origin are limited.
This study deals with the effects of the country-of-brand, country-of-manufacture, price discount, and interaction between them on consumers’ purchase intention of bi-national brands, with product involvement added as a moderator. A 2 (image of the country of brand: high or low) × 2 (image of the country of manufacture: high or low) × 2 (price discount: high or low ) × 2 (product involvement: high or low ) scenario experiment design is used. This study arrives at the following conclusions: (1) The higher the image of the country of brand, the higher consumers’ purchase intention. (2) The higher the image of the country of manufacture, the higher the consumers’ purchase intention. (3) The higher the price discount rate of a product, the higher the consumers’ purchase intention (4) Product involvement moderates the effects of the country of brand and country of manufacture on consumers’ purchase intention.
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