| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 102 === Products made in China have given consumers negative impressions in recent years because of continuous emergence of unsafe products as well as fake mobile phones that have not been verified for quality compliance. In order to cut down production costs, China manufacturers might applylower safety standard and have thus caused mobile phone explosion incidents. As one of China’s five top mobile phone brands, Xiaomi announced earlier its decision to enter Taiwan’s smart phone market with products featuring high specifications,low prices and high cost/performance ratios and its products have prompted buying spree on the Internet immediately after their launch.
This study investigated from the perspectives of country-of-origin image, brand image, perceived quality, perceived Risk, perceived value, and purchase intention whether consumer’s purchase intentionof Xiaomi mobile phones is affected by the image of the country where these products are made.It is of interest whether Xiaomi has built a brand image that is strong enough to intensify consumer’s purchase intention.
Data were collected by surveying Taiwanese consumers who knew Xiaomi mobile phones. Of the 692 returned questionnaires, 548 were valid, to reach a response rate of 73%. The subsequent verification using structural equation modelling generated the following key empirical results:
1. Country-of-Origin image has a causal effect on brand image, perceived quality, perceived risk and purchase intention.
2. Brand image has a causal effect on perceived quality, perceived risk and purchase intention.
3. Perceived quality and perceived risk have causal effects on purchase intention.
4. Brand Image has a more significant effect on purchase intention than country-of -origin image.
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