| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 102 === Since the internationalization and the liberalization of Taiwan Financial market, consumers have more choices. On the other hand, the various needs of consumers and gradually open up the financial market; the consumers have more and more choices of banks from abroad. Even though the information is available, however, consumers inevitably rely on partial information and psychological preferences to evaluate banking’s products and service. Therefore, the main purpose of the research is to investigate the impact of country of origin (COO) on consumer’s evaluation of bank’s service and the willingness of dealing with the bank. This is also the main motivation of the thesis.
In general, the thesis is to examine if COO has effect on consumer attitude toward the bank product and service and in turn influence the intention of dealing business with the bank. Moreover, the thesis also investigates the moderating effects of country difference and product familiarity between COO effect and consumer attitude toward the bank.
The results of the empirical study are: (1) Country of origin effect is an important role to influence consumer attitude toward financial product and evaluation. (2) Attitude plays a mediating role between COO and purchase intention. (3) Consumers’ attitude toward financial product of the bank has direct effect on purchase intention. (4) Product category and country familiarity have moderating effect between COO and product evaluation. However, when the consumer is more familiar with the product or the country, the less moderating effect exists.
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