| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 101 === Recently, tea leaves that produced in foreign countries have been sold back to Taiwan. Issues of unscrupulous operators disguise foreign tea as production from Taiwan in order to obtain higher profits are becoming common. The Council of Agriculture launched the tea mark-of-origin to prevent counterfeiting and encourage consumer confidence. Meanwhile, many tea leaves industries are trying to sale their products through Teleshopping. However, the issues of information asymmetry in Teleshopping are more serious than those in the traditional channels. This research aims to explore the influences of country of origin and mark-of-origin on Teleshopping consumers’ purchasing intention. We choose the specialties of Taiwan - Lugu Oolong Tea as our scenario design products, Taiwan production and Lugu mark-of-origin, two scenarios are compared with the control group. In the meantime, we also include involvement, the knowledge of country of origin and mark-of-origin, two factors into our research model as moderator to test whether different levels of knowledge or involvement with consumers have different effect in the face of the country of origin and the mark-of-origin on consumers’ purchasing intention.
The research showed that the country of origin and the mark-of-origin have positive effects on consumers' purchasing intention, and the mark-of-origin effect is greater than the effect of the country of origin. The consumers with low involvement affected more effectively by the country of origin and origin certification information than those with high involvement. The knowledge of country of origin and mark-of-origin are also having interference on the main effect. The consumers with low knowledge have greater impact than those with high knowledge.
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