The Effects of Brand of Origin Country on Purchase Behavior-The Mediating Effects of Ingredient Brand

• Main Authors: Yen Chia-Ching, 顏嘉慶
• Other Authors: 梁文科
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/86797732635279240844

碩士 === 南台科技大學 === 國際企業系 === 99 === LCD TV Panel is the key component in LCD TV industry. Taiwan is one of the global largest LCD TV Panel producing countries. However, there isn’t any research of LCD TV industry set LCD TV Panel as the Ingredient brand to investigate into the influence towards the Customer Purchase Intention so far. Therefore, in this study, the brand of the LCD TV Panel manufacturers was set to be the Ingredient brand and to be a variable to investigate into how “Country of Origin” effects “Consumers’ Purchase Intention” and use “Ingredient brand” as a moderator to verify the relativity of the three factors mentioned above. With convenience sampling, there are samples included in this study. The Cronbach’s α were ranging from 0.807 to 0.927 for all the domains. The results of the research are as follows: (1)Country of Origin has a positive effect on Ingredient brand. (2)Ingredient brand factor has a positive effect on Consumers’ Purchase Intention. (3)The Effects of Country of Origin has a positive effect on Consumers’ Purchase Intention. (4)Ingredient brand is a mediator of the relationship between Country of Origin and Consumers’ Purchase Intention.