| Summary: | 碩士 === 國立臺灣師範大學 === 管理研究所 === 104 === Country of Origin has been a frequently discussed topic in marketing literature. While
some researchers are convinced of country of origin being salient, others believe that it
does not matter anymore where the product comes from in our modern and globalized
world.
This thesis, as one of only a few, takes into account consumers’ personal traits,
namely loyalty and need for authenticity and the situational variable of a purchase’s
perceived risk. It is shown that risk and gender directly influence the relative
importance of brand vs. country of origin when making a choice between two
products. Females are more likely to choose a product according to the better country
than men. It is also more likely to be more influenced by country than by brand when
the product bears risk. Effects on choice of two-way interactions between loyalty and
risk, need for authenticity and gender, risk and gender, as well as of a need for
authenticity, risk and gender three-way interaction have been detected.
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