2020-04-202024-05-18https://scholars.lib.ntu.edu.tw/handle/123456789/703792摘要：來源國效應之研究已有數十年，然而這些有關來源國效應的文獻大多從製造方(made-in)的觀點來進行研究討論，較少文章從需求方(supply-side)的角度來探討，而此觀點將反映出外國消費者的購買行為會影響某國人消費之傾向。因此本研究認為來自某個國家(較低端)的消費者會經由模仿他國(較高端)消費者的購買行為做為選擇商品之基準，特別是國家消費水準高於此國的消費者行為更容易受到青睞。 與強調製造方的來源國概念不同，我們認為消費者對於產品偏好可能會受到來自他國消費者購買行為影響。因此本研究將以最適化理論(optimal distinctiveness theory) 系統合理性理論(system justification theory)，以及捷思(heuristics)和自我差異理論(self-discrepancy theory)進行探討，本研究提出”消費參考國” (Country of Reference)的概念，透過此概念能用來解釋為什麼消費者會參考較優於他所處國家之他國消費者消費行為，消費參考國可被視為是一種消費策略，透過模仿購買優於本國消費水準的外國消費者之消費者行為，可降低消費者所感受到的心理差異。 在建立了消費參考國概念架構後，我們希望能進一步去驗證此概念。為了驗證模型，我們將會定義並驗證消費參考國概念及建構此模型之理論(包括系統合理性理論、最適化理論、決策啟發捷思理論以及心理模擬等)。本研究將透過實驗法來驗證消費參考國架構，並將設計兩個實驗來操弄受測者以了解不同情境下消費者是否有不同之反應，除此之外，也將使用結構方程式測試假設模型之因果關係。 我們希望透過驗證消費參考國概念後能為國際行銷領域學術上提出有意義的貢獻，並希冀能激發學者在未來能對此議題進一步的去研究探討，且對於實務界也能對此概念有所回應並加以運用。 <br> Abstract: The international marketing field has witnessed plentiful studies related to the “country of origin” (COO) effects or the “made-in” concepts during the past few decades. Yet COO research has long been deeply rooted in the so-called “supply-side” approach which mainly accounts for production- or technology-based factors. Barely ignored is the “demand-side” perspective which reflects consumers’ proclivity to base their buying decisions on foreigners’ product choice. In this research project, we argue that consumers from a certain country may deliberately imitate the product choices of consumers from another country, to whom the former (i.e., imitators) attribute a more superior or prestigious personas. Unlike the made-in concept which emphasizes favored product qualities from supreme manufacturing countries, we believe product preferences may come from cross-border benchmarking or “between-country referencing.” Pivoting on the optimal distinctiveness theory and system justification theory (SJT), along with decision heuristics and self-discrepancy theory, this paper deviates from the traditional COO literature and devises a “country of reference” (COR) concept which explains why people from “lower-hand” countries envy the status advantages of their counterparts from “upper-hand” countries and duplicate product choices by the latter. Such inclination to “buy what certain foreigners buy” is described as etic conformity. Specifically, COR may become a coping strategy through which consumers perceiving themselves as less privileged than their western-country counterparts can narrow such prominence gap by way of decision mimicking. After we have developed the conceptual framework, we want to further validate the COR concept empirically. In order to provide support for our model, the COR concept itself and all other theoretically identified constructs in this research project (incl. SJT, etic conformity, decision heuristics, and mental stimulation) need to be defined and measured. The research plan focuses on empirical procedures to test our COR framework. Two experiments will be designed to manipulate the stimulus and the hypothesized causal relationships will be tested using the structural equation modeling technique. We expect the empirically validated COR framework to make considerable contributions in the international marketing field and stimulate further research interests from scholars as well as heated attention from practitioners.消費參考國最適化理論系統合理性理論自我差異化理論捷思心理模擬從眾行為Country of ReferenceOptimal Distinctiveness TheorySystem Justification TheorySelf-DiscrepancyHeuristicsMental SimulationEtic Conformity