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題名 探討台灣的Y世代購買紅酒時對產地國或其他衡量標準的依賴
A study of Taiwanese Millennials and their reliance on country of origin in relation to other criteria on wine purchase
作者 姚艷麗
Grobelna, Jaroslawa
貢獻者 郭貞
Kuo, Cheng
姚艷麗
Jaroslawa Grobelna
關鍵詞 Country of origin
Millennials
Wine
Product knowledge
Consumption occasion
Consumer ethnocentrism
日期 2018
上傳時間 5-Jul-2018 16:51:19 (UTC+8)
摘要 Today, companies` success greatly depends on thorough undersigning of how consumers assess quality of products. There are various intrinsic and extrinsic quality signals a person can follow. One of the factors determining perception about products is the place where the product was made. Country of origin serves as an extrinsic cue, and is a substitute measure of product’s quality and excellence. However it is unknown whether in a globalized world young consumers still take country of origin into account. Thus, the aim of this study was to measure if Taiwanese Millennials rely on country of origin when purchasing wine, and if product knowledge, consumer ethnocentrism, and consumption occasion moderate the level of dependence on the following purchase criteria. To conduct the research a questionnaire has been used and posted on Facebook, targeting Taiwanese members of generation Y. It would found that young people in Taiwan indeed follow country of origin cue when purchasing wine, and that product knowledge and consumption occasion predict the level of reliance on the quality signal.
Keywords: country of origin, product knowledge, consumer ethnocentrism, consumption occasion, Millennials, wine
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Bartoshuk, L. M., Duffy, V. B., Reed, D., & Williams, A. (1996). Supertasting, earaches and
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international business studies, 13(1), 89-100.
Bloemer, J., & De Ruyter, K. (1998). On the relationship between store image, store
satisfaction and store loyalty. European Journal of marketing, 32(5/6), 499-513.
Bredahl, L. (2004). Cue utilisation and quality perception with regard to branded beef. Food
quality and preference, 15(1), 65-75.
Brodowsky, G. H. (1998). The effects of country of design and country of assembly on
evaluative beliefs about automobiles and attitudes toward buying them: A comparison between low and high ethnocentric consumers. Journal of International Consumer Marketing, 10(3), 85-113.
Brucks, M. (1985). The effects of product class knowledge on information search
behavior. Journal of consumer research, 1-16.

Cai, Y. (2002). Country-of-origin effects on consumers` willingness to buy foreign products:
An experiment in consumer decision making (Doctoral dissertation, uga).
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Intention: A Case Study on Bahir Dar University Instructors. J Account Mark, 3(1), 1-5.
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2020. Emerald Emerging Markets Case Studies, 4(2), 1-12.
Fountain, J., & Lamb, C. (2011). Generation Y as young wine consumers in New Zealand:
how do they differ from Generation X?. International Journal of Wine Business Research, 23(2), 107-124.
Ghalandari, K., & Norouzi, A. (2012). The effect of country of origin on purchase intention:
The role of product knowledge. Research Journal of Applied Sciences, Engineering and Technology, 4(9), 1166-1171.
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Australia. Australian Journal of Grape and Wine Research, 16(3), 389-404.
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buyers. Australasian Marketing Journal (AMJ), 8(1), 45-54.
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name on the evaluation of a new car. International Marketing Review, 13(5), 76-97.
Hilton, J. L., & Von Hippel, W. (1996). Stereotypes. Annual review of psychology, 47(1),
237-271.
Hong, S. T., & Wyer Jr, R. S. (1989). Effects of country-of-origin and product-attribute
information on product evaluation: An information processing perspective. Journal of Consumer Research, 16(2), 175-187.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
1054610231
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1054610231
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.advisor Kuo, Chengen_US
dc.contributor.author (Authors) 姚艷麗zh_TW
dc.contributor.author (Authors) Jaroslawa Grobelnaen_US
dc.creator (作者) 姚艷麗zh_TW
dc.creator (作者) Grobelna, Jaroslawaen_US
dc.date (日期) 2018en_US
dc.date.accessioned 5-Jul-2018 16:51:19 (UTC+8)-
dc.date.available 5-Jul-2018 16:51:19 (UTC+8)-
dc.date.issued (上傳時間) 5-Jul-2018 16:51:19 (UTC+8)-
dc.identifier (Other Identifiers) G1054610231en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118406-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 1054610231zh_TW
dc.description.abstract (摘要) Today, companies` success greatly depends on thorough undersigning of how consumers assess quality of products. There are various intrinsic and extrinsic quality signals a person can follow. One of the factors determining perception about products is the place where the product was made. Country of origin serves as an extrinsic cue, and is a substitute measure of product’s quality and excellence. However it is unknown whether in a globalized world young consumers still take country of origin into account. Thus, the aim of this study was to measure if Taiwanese Millennials rely on country of origin when purchasing wine, and if product knowledge, consumer ethnocentrism, and consumption occasion moderate the level of dependence on the following purchase criteria. To conduct the research a questionnaire has been used and posted on Facebook, targeting Taiwanese members of generation Y. It would found that young people in Taiwan indeed follow country of origin cue when purchasing wine, and that product knowledge and consumption occasion predict the level of reliance on the quality signal.
Keywords: country of origin, product knowledge, consumer ethnocentrism, consumption occasion, Millennials, wine		en_US
dc.description.tableofcontents Table of Contents

Chapter I Introduction 7
1.1 Research background 7
1.2 Research objectives 7
1.3 Research significance 9
Chapter II Literature Review 12
2.1 Country of origin 12
2.1.1 Country of origin image 12
2.1.2 Country of origin effect 13
2.1.3 Chronological literature review on country of origin 14
2.2 The role and importance of country of origin in product evaluation 16
2.3 Perceived quality 17
2.4 Product knowledge 18
2.5 Consumer ethnocentrism 19
2.6 Consumption occasion 22
Chapter III Methodology 24
3.1 Research framework 24
3.1.1 Research hypothesis 24
3.2 Research method 26
3.3 Data collection and sampling technique 26
3.4 Questionnaire design 27
3.5 Measurement of research variables and reliability test 28
Chapter IV Data analysis and results 30
4.1 Reliance on country of origin 32
4.2 Analysis of research hypothesis 1 and 2 33
4.3 Reliance on price, packaging, wine sweetness and color 35
4.4 Analysis of research hypothesis 3 40
Chapter V Conclusions and discussions 42
5.1 Summary of research results 42
5.2 Limitations and future research 45
References 47
Appendix I English version of the questionnaire 55
Appendix II Chinese translation of the questionnaire 61		zh_TW
dc.format.extent 1048909 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1054610231en_US
dc.subject (關鍵詞) Country of originen_US
dc.subject (關鍵詞) Millennialsen_US
dc.subject (關鍵詞) Wineen_US
dc.subject (關鍵詞) Product knowledgeen_US
dc.subject (關鍵詞) Consumption occasionen_US
dc.subject (關鍵詞) Consumer ethnocentrismen_US
dc.title (題名) 探討台灣的Y世代購買紅酒時對產地國或其他衡量標準的依賴zh_TW
dc.title (題名) A study of Taiwanese Millennials and their reliance on country of origin in relation to other criteria on wine purchaseen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the value of a brand name. New York.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of
consumer research, 13(4), 411-454.
Baker, M. J., & Michie, J. (1995). Product country images: perceptions of Asian cars.
Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin
effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95.
Bartoshuk, L. M., Duffy, V. B., & Miller, I. J. (1994). PTC/PROP tasting: anatomy,
psychophysics, and sex effects. Physiology & behavior, 56(6), 1165-1171.
Bartoshuk, L. M., Duffy, V. B., Reed, D., & Williams, A. (1996). Supertasting, earaches and
head injury: genetics and pathology alter our taste worlds. Neuroscience & Biobehavioral Reviews, 20(1), 79-87.
Betti, M., & Dad, I. J. (2016). The Unique Nostalgic Shopper: Nostalgia proneness and desire
for uniqueness as determinants of shopping behavior among Millennials.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of
international business studies, 13(1), 89-100.
Bloemer, J., & De Ruyter, K. (1998). On the relationship between store image, store
satisfaction and store loyalty. European Journal of marketing, 32(5/6), 499-513.
Bredahl, L. (2004). Cue utilisation and quality perception with regard to branded beef. Food
quality and preference, 15(1), 65-75.
Brodowsky, G. H. (1998). The effects of country of design and country of assembly on
evaluative beliefs about automobiles and attitudes toward buying them: A comparison between low and high ethnocentric consumers. Journal of International Consumer Marketing, 10(3), 85-113.
Brucks, M. (1985). The effects of product class knowledge on information search
behavior. Journal of consumer research, 1-16.

Cai, Y. (2002). Country-of-origin effects on consumers` willingness to buy foreign products:
An experiment in consumer decision making (Doctoral dissertation, uga).
Chandrupatla, T. R. (2009). Quality concepts. Quality and reliability in engeneering.
Cambridge University Press. Retirado de Quality Concepts. Cambridge University Press. Retirado de http://assets. cambridge. org/97805215/15221/excerpt/9780521515221_excerpt. pdf (Acedidoemmaio de 2012).
Corsi, A. M., Cohen, J., & Lockshin, L., (2015). How consumption occasion shape consumer
preferences: A discrete choice experiment approach,
Degoma, A., &Shetemam, E. (2014). The Effect of Country of Origin Image on Purchase
Intention: A Case Study on Bahir Dar University Instructors. J Account Mark, 3(1), 1-5.
Dinnie, K. (2015). Nation branding: Concepts, issues, practice. Routledge.
Elliott, G. R., & Cameron, R. C. (1994). Consumer perception of product quality and the
country-of-origin effect. Journal of international Marketing, 49-62.
Erdélyi, É. (2016). Thinking of Production while Dealing with Climate Change, Efforts of
Taiwan and Hungary. The Current Issues of Economic and Social Integration in Hungary and Taiwan, 256.
Felzensztein, C. (2014). The Chilean wine industry: new international strategies for
2020. Emerald Emerging Markets Case Studies, 4(2), 1-12.
Fountain, J., & Lamb, C. (2011). Generation Y as young wine consumers in New Zealand:
how do they differ from Generation X?. International Journal of Wine Business Research, 23(2), 107-124.
Ghalandari, K., & Norouzi, A. (2012). The effect of country of origin on purchase intention:
The role of product knowledge. Research Journal of Applied Sciences, Engineering and Technology, 4(9), 1166-1171.
Greenwood, S., Perrin, A., & Duggan, M. (2016). Social media update 2016: Facebook usage
and engagement is on the rise, while adoption of other platforms holds steady. Accessed May, 27.
Gürhan-Canli, Z., & Maheswaran, D. (2000). Determinants of country-of-origin
evaluations. Journal of Consumer Research, 27(1), 96-108.
Ha-Brookshire, J., & Yoon, S. H. (2012). Country of origin factors influencing US consumers`
perceived price for multinational products. Journal of consumer marketing, 29(6), 445-454.
Hall, A., & Jones, G. V. (2010). Spatial analysis of climate in winegrape‐growing regions in
Australia. Australian Journal of Grape and Wine Research, 16(3), 389-404.
Hall, J., &Lockshin, L. (2000). Using means-end chains for analysing occasions-not
buyers. Australasian Marketing Journal (AMJ), 8(1), 45-54.
Hall, J., Lockshin, L., & Barry O`Mahony, G. (2001). Exploring the links between wine
choice and dining occasions: Factors of influence. International Journal of Wine Marketing, 13(1), 36-53.
Han, C. M. (1989). Country image: halo or summary construct?. Journal of marketing
research, 26(2), 222.
Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national
products. Journal of international business studies, 19(2), 235-255.
Häubl, G. (1996). A cross-national investigation of the effects of country of origin and brand
name on the evaluation of a new car. International Marketing Review, 13(5), 76-97.
Hilton, J. L., & Von Hippel, W. (1996). Stereotypes. Annual review of psychology, 47(1),
237-271.
Hong, S. T., & Wyer Jr, R. S. (1989). Effects of country-of-origin and product-attribute
information on product evaluation: An information processing perspective. Journal of Consumer Research, 16(2), 175-187.
Huysamen, G. K. (1997). Parallels between qualitative research and sequentially performed
quantitative research. SOUTH AFRICAN JOURNAL OF PSYCHOLOGY-SUID-AFRIKAANSE TYDSKRIF VIR SIELKUNDE, 27(1), 1-8.
Jaffe, E. D., & Nebenzahl, I. D. (2001). National Image and Competitive Advantage,
Copenhagen.
Johnson, E. J., & Russo, J. E. (1984). Product familiarity and learning new
information. Journal of consumer research, 11(1), 542-550.

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dc.identifier.doi (DOI) 10.6814/THE.NCCU.IMICS.001.2018.F05-