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The defense date of the thesis is 2015-07-28
The current date is 2019-02-22
This thesis will be accessible at 2025-07-28
URN etd-0728115-171217 Statistics This thesis had been viewed 745 times. Download 0 times. Author Pei-ju Chen Author's Email Address No Public. Department Management Business Administration Year 2014 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 139 Title The Effect of Country-of-Origin and Self-Construal on Purchase Intention-Friends and Parents as Moderators Keyword Self-Construal Country-of-Origin Parents Friends Purchase Intention Purchase Intention Friends Parents Country-of-Origin Self-Construal Abstract Currently the consumer behavior theory and research belong to the scope of marketing, a purchase intention is an important concept in marketing science. If the company can grasp the purchase intention of consumer, they will know the future direction of the market and make profit. It is not discuss from internal message and external message in prior research. The so-called "internal message" is primarily individual buyers. "External message" is mainly external signs. It is a break away obeying parent’s generation. If the consumers’ economic capacity is enough, we will make decision by ourselves, but friends’ opinions still have a degree of influence. Therefore, the study decided to adopt self-construal (internal messages) and brand country-of-origin (external messages) as antecedent variables to explore purchase intention and simultaneously add parents and friends as moderators to discuss.
This study adopts two experimental methods to collect empirical data. Experiment 1 adopted a 3 (Country-of-Origin: China, Taiwan or Korea) 2 (Self-Construal: Independent self-construal or Interdependent self-construal) 2 (Friends: Yes or Not), totally 337 valid questionnaires. Experiment 2 adopted a 3 (Country-of-Origin: China, Taiwan or Korea) 2 (Self-Construal: Independent self-construal or Interdependent self-construal) 2 (Parents: Yes or Not), totally 337 valid questionnaires.
The results showed that country-of-origin and self-construal affect purchase intention; comparing to interdependent self-construal consumers, the consumers is higher. Moreover, experiment 1 supported that friends moderates the effect of country-of-origin. And partial supported that self-construal influence on purchase intention. Experiment 2 also supported that parents moderates the effect of country-of-origin. And partial supported that self-construal influence on purchase intention.
Advisor Committee Ming-chuan, Pan - advisor
Files Date of Defense 2015-07-03 Date of Submission 2015-07-28