來源國效應之認知價值及其影響因素之探討
Other Title
The Perceived Value of Country of Origin Effect and Its Influential
Factors
Factors
Date Issued
2003
Date
2003
Author(s)
DOI
912416H002005
Abstract
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.
Subjects
Country of Origin (COO) Effects
Conjoint Analysis
Perceived Value
Marketing Strategy
Publisher
臺北市：國立臺灣大學國際企業學系暨研究所
Type
report
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