| Summary: | 碩士 === 國立中正大學 === 企業管理系研究所 === 107 === About a decade ago in China, there were many cost-effective cottage brands. In terms of quality management, the most widely known Chinese toxic milk powder melamine incident in 2008, coupled with the geopolitical factors of Taiwan and China, these events constitute Taiwanese consumers. The impressions of Chinese-made and Chinese brands are resentment, low prices, inferior quality, poor sanitation, and lack of consumer trust. Nowadays, with the take-off of China's economy, the rapid development of science and technology, the improvement of sanitary conditions in many first-tier cities, and the ability to compete with the United States in trade, China's products have gradually emerged from the image of cottages, inferior goods, and low prices.
The change in Taiwanese consumers' attitudes towards Chinese brands has become more and more obvious in recent years. Therefore, there is little research in this area. This study interviewed 11 Taiwanese companies who took the initiative to purchase Chinese brands through semi-structured interviews. In order to make the interview results unbiased and more realistic, the respondents included having visited and never visited China, covering a wide range of ages, and in-depth discussion on whether Taiwanese consumers’ attitudes toward Chinese brands have changed significantly. Further, explore the reasons for the change.
The study found that:
1.The nationalism of Taiwanese consumers does not affect the attitude of Taiwanese consumers towards Chinese brands.
2.The degree of science and technology in China and the activeness of the entertainment industry are the reasons that influence Taiwanese consumers' attitudes towards Chinese products. China's technology has made Taiwanese consumers more trust in China's technology and electronic products. Because of the development of the entertainment and film industry, the placement and marketing of Chinese TV programs have made Taiwanese consumers willing to actively search for their marketing products.
3.After the attitude change, due to the high-cost performance of Chinese products, China's shopping websites have more comment functions. Many respondents said that they would first look at the evaluation on the Internet or adopt the advice of friends to buy Chinese products before purchasing Chinese brands. Respondents generally felt satisfied after using them, and some even became loyal customers of Chinese brands.
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