來源國效應之認知價值及其影響因素之探討

Abstract

來源國效應意指消費者對特定國家的態度會影響其購買行為。當一國某特定的形象愈顯著時，消 費者愈容易將此國家所產製的產品與其形象作連結(來源國形象的延伸)，亦即消費者對於某項產 品的認知或態度的形成主要是歸因於該產品製造國的國家形象，來源國效應的價值於焉產生。儘 管過去許多相關的研究已經證實來源國效應的存在以及各項可能影響的因素（諸如涉入程度、國 家認同等），但是對於國際企業實務而言，來源國效應的價值應如何從消費者的觀點確實衡量， 以便於在擬訂全球運疇管理策略時，將製造國與消費國間之關連，按照來源國效應價值之結構， 發展最適資源配置的製造策略，選擇適切的市場區隔，訂定配套的生產、產品、與價格策略，以期求得利潤的最大化。若欲達成前述之目的，其前提是如何客觀地衡量來源國效應。而為了將此一效應能實際與 管理決策連結，本研究將此效應的價值定義為在消費者心中所願支付的代價(perceived value)。亦 即當其他條件相同的情形下，因來源國的不同，消費者所願意支付的價差做為該效應之認知價值 的衡量。透過貝氏聯合分析法(Bayesian Conjoint Analysis)，採用整體輪廓法設計問卷，讓受測者 在最接近實際決策情境下做評估，以求得相對來源國效應之價值。然後，進一步針對個別消費者 之認知價值的衡量，做為市場區隔的基礎，以瞭解不同來源國如何在不同的市場區隔中做最適的 定位。最後，對於過去文獻中所曾提及的各項影響因素如國家認同感、產品知識、認知需求、涉 入程度、國籍、品牌知名度等，亦加以驗證這些變數對來源國效應之認知價值是否有影響，並計 算其影響程度的大小。唯經由正確客觀地評估與實際衡量來源國效應之價值，才能將來源國效應的觀念真正落實在策略的發展與執行上。

The literatures about the study of country of origin (COO) effects all sustain that consumer’s purchasing behaviors are affected by their attitudes toward some countries. This research takes the first step to find out the relative value of COO effects. For the multinational business, based on the relative perceived value of COO effects, they can make the best pricing strategy for the same product that are made from different countries. We use conjoint analysis to calculate the relative perceived value of COO effects. Moreover, we can get the best composition of product. In 1970s, conjoint analysis was first used in marketing research. There are more and more literatures used conjoint analysis to do researches since then. The statistical method is an extremely powerful and useful analysis tool that can help us to determine relative importance of product attributes. It provides a quantitative measure of the relative importance of one attribute as opposed to another. Furthermore, not only can it reduce the amount of stimuli, but also it’s more convenience for us to find out the optimal product design. This research also tests the impact of those variables on the value of country of origin such as consumers’ Ethnocentrism, knowledge of the product, need for cognition, high-low involvement, nationality and brand awareness.