| Summary: | 碩士 === 國立政治大學 === 廣播電視學系 === 104 === This thesis attempts to examine the acceptance of Chinese technology brand among Taiwanese consumer under the context of cross-strait culture. This study combines the Technology Acceptance Model (TAM) and Country-Of-Origin Effect to propose a Cross-Strait Technology Acceptance Model. This thesis examines the roles of China’s country image, Consumer Ethnocentrism, Consumer Animosity and their effects on Taiwanese consumers’ acceptance of Chinese technology brand. Using an online questionnaire, a total of 558 valid samples, participated in this study during July, 2015. Findings of this study suggest that the image of China and the attitude toward Chinese technology product have positive association with the acceptance of Chinese technology brand. However, Ethnocentrism exerts negative influence on the acceptance of Chinese technology brand. Taiwanese consumers’ attitude toward Chinese technology products moderates the relationship. The more Taiwanese consumers have animosity toward Chinese technology products, the more they have negative attitude toward Chinese technology products. With this way, Taiwanese consumers have less intention to use Chinese technology products.
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