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Title page for etd-0826108-162607


URN etd-0826108-162607 Statistics This thesis had been viewed 1810 times. Download 4 times.
Author Pei-Yi Huang
Author's Email Address No Public.
Department Management Business Administration
Year 2007 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 119
Title UNDER PRODUCT CATEGORIES, THE IMPACT OF BRAND COUNTRY-OF-ORIGIN, COUNTRY-OF-MANUFACTURE ,AND COUNTRY-OF-ASSEMBLY ON CONSUMER’S PRODUCT EVALUATION
Keyword
  • product category
  • Country-of-Assembly
  • Country-of-Manufacture
  • Brand Country-of-Origin
  • Brand Country-of-Origin
  • Country-of-Manufacture
  • Country-of-Assembly
  • product category
  • Abstract The development of communication and transportation in twenty or thirty years recently, the progress by a wide margin of propagating in knowledge, network science and technology, enterprises are multi-nation, financial internationalization, and digging the factor of getting up of the emerging nation, the industry is closer and closer. In order to have more advantages, the company will make or assemble the most competitive goods in different countries all over the world separately.
      Facing this kind of products, consumers who are in situations that quality and service information are not abundant, have directly responses in evaluating products by source country. Our research will discuss that under different product categories, the impact of Brand Country-of-Origin, Country-of-Manufacture and Country-of-Assembly to consumer’s product evaluation.
      This research will discuss in difference product categories (Search goods, experience goods, and credence goods), and use 2 (image of Brand Country-of-Origin: high or low) *2 (image of Country-of-Manufacture: high or low) *2 (image of Country-of-assembly: high or low) between-subjects design, to examine that in different product categories, the impact of Brand Country-of-Origin, Country-of-Manufacture and Country-of-Assembly to consumer’s product evaluation will be significant or not.
    And we found:
    1. The higher that image of Brand Country-of-Origin of the products is, the higher consumer’s product evaluation is.
    2. The higher that image of Country-of-Manufacture is, the consumer’s product evaluation is higher.
    3. The higher that image of Country-of-Assembly is, the higher consumer’s product evaluation is.
    4. The moderating effect of product categories to Brand Country-of-Origin and consumer’s product evaluation is significant.
    5. The moderating effect of product categories to Country-of-Manufacture and consumer’s product evaluation is not significant.
    6. The moderating effect of product categories to Country-of-Assembly and consumer’s product evaluation is significant.
    Advisor Committee
  • Ming-Chuan Pan - advisor
  • Nan-Hong Lin - co-chair
  • Files indicate not accessible
    Date of Defense 2008-07-30 Date of Submission 2008-08-26


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