A Study of the Effect of Brand of Country-of-Origin and Word-of- Mouth on Purchase Intention for Smart Phone: Ethnocentrism asModerating Variable

• Main Authors: Ting-Wei Lai, 賴亭維
• Other Authors: 張俊惠
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/wbxssn

碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 103 === A company’s brand represents trust, reliability, product skill, quality control, service and an appealing price. These elements are what make up a brand and earn customers’ trust. When a brand creates value to customers,customers will have a complete and positive evaluation with the brand and it encourages them to make a purchase decision with this brand. When consumers need to make a decision among many brands in the market, they would evaluate every brand’s qualities and specialties, make a positive or negative attitude toward each brand, and this affects their purchase behaviors. One purpose of this study is to discuss will the attitude and confidence toward the brand’s country of origin and public reputation affect Taiwanese consumers when they make a purchasing decision for a smart phone. The other purpose is to discover if the degree of coherence of being Taiwanese will affect consumers making a purchase decision. This study utilizes SPSS18.0 and LISREL8.7 softwareversions to analyze the data. There are two findings from the research: 1. In the Taiwanese smart phone market, consumers’ choice of what brand to buy will be based on the attitude and confidence toward the brand’s country of origin. The public reputation about the smart phone itself does not have a positive impact on the purchasing decision. 2. The degree of coherence of being Taiwanese does not affect purchasing behavior. According to the result of the study, we discovered that the brand’s country of originwould affect consumers’ attitude and confidence when they make purchasing decision on a smart phone. The study’s result can be a reference for a related industry for product development and marketing.