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題名 使用外來語或當地語言推廣新產品之研究：來源國因素之影響
Promoting a new product in a foreign versus local language: Does Country-of-origin matter?作者 顏序安
Yen, Hsu-An貢獻者 朴星俊
Park, Sung-Jun
顏序安
Yen, Hsu-An關鍵詞 廣告語言
來源國效益
語言熟悉程度
在地化產品推廣
Advertising language
Country-of-origin
Language familiarity
Localized product promotion日期 2024 上傳時間 5-Aug-2024 12:14:22 (UTC+8) 摘要 本文旨在探討：推廣在地化外國產品時，使用外來語或當地語言設計廣告，是否會影響消費者的購買意願。本研究設計了兩種版本的問卷，一種以法文作為廣告語言，另一種則使用中文，共收集了128位台灣人的有效數據。研究採用獨立樣本t檢驗，分析來源國效應與語言熟悉度的綜合影響。結果顯示，消費者主要透過來源國特質來評價產品價值，換言之，當廣告語言提供正面的來源國特質，將增加消費者的購買意願。
This study investigates the impact of advertising language—specifically, the use of a foreign versus a local language—on consumer purchasing behavior when promoting localized foreign products. A survey was administered in two versions, one in French and the other in Chinese, to a sample of 128 participants in Taiwan. An independent t-test was employed to analyze the combined effects of country-of-origin and language familiarity. The result reveals that consumers predominantly assess products based on country-of-origin attributes. Advertising languages that convey positive country-of-origin cues significantly enhance consumers' purchase intentions.參考文獻 Askegaard, S., & Ger, G. (1998). Product-country images: towards a contextualized approach. European advances in consumer research, 3(1), 50-58. Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of international business studies, 13, 89-100. Belk, R. (2013). Visual and projective methods in Asian research. Qualitative Market Research: An International Journal, 16(1), 94-107. Boyne, G. A. (2003). What is public service improvement?. Public administration, 81(2), 211-227. Baddeley, A. (1992). Working memory. Science, 255(5044), 556-559. Carruthers, P. (2002). The cognitive functions of language. Behavioral and brain sciences, 25(6), 657-674. Capece, G., & Di Pillo, F. (2021). Chinese website design: Communication as a mirror of culture. Journal of Marketing Communications, 27(2), 137-159. Czinkota, M. R., Ronkainen, I. A., & Cui, P. (2007). International marketing. Thomson/South-Western. Du Rand, G. E., Heath, E., & Alberts, N. (2013). The role of local and regional food in destination marketing: A South African situation analysis. In Wine, food, and tourism marketing (pp. 97-112). Routledge. Fruchter, G. E., Jaffe, E. D., & Nebenzahl, I. D. (2006). Dynamic brand-image-based production location decisions. Automatica, 42(8), 1371-1380. Fraser, C., & Hite, R. E. (1988). Compensation as an alternative to ownership in developing markets: beliefs, attitudes and uses. J. World Trade, 22, 95. Feldman, F. (1997). Utilitarianism, hedonism, and desert: Essays in moral philosophy. Cambridge University Press. Hornikx, J., & Van Meurs, F. (2019). Foreign languages in advertising: Linguistic and marketing perspectives. Springer Nature. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), 92-101. Hashimoto, A., & Telfer, D. J. (2006). Selling Canadian culinary tourism: Branding the global and the regional product. Tourism Geographies, 8(1), 31-55. Haarmann, H. (1990). Language planning in the light of a general theory of language: A methodological framework. Hornikx, J., van Meurs, F., & Hof, R. J. (2013). The effectiveness of foreign-language display in advertising for congruent versus incongruent products. Journal of International Consumer Marketing, 25(3), 152-165. Johansson, J. K., Douglas, S. P., & Nonaka, I. (1985). Assessing the impact of country of origin on product evaluations: a new methodological perspective. Journal of Marketing Research, 22(4), 388-396. Johansson, J. K. (1989). Determinants and Effects of the Use of ″Made in ″Labels. International Marketing Review, 6(1). Johnson, J. P., Lenartowicz, T., & Apud, S. (2006). Cross-cultural competence in international business: Toward a definition and a model. Journal of international business studies, 37, 525-543. Koslow, S., Shamdasani, P. N., & Touchstone, E. E. (1994). Exploring language effects in ethnic advertising: A sociolinguistic perspective. Journal of consumer research, 20(4), 575-585. Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay. Journal of International Marketing, 20(1), 19-41. Kaynak, E., & Mitchel, L. A. (1981). A comparative study of advertising in Canada, the United Kingdom and Turkey. European Journal of Marketing, 15(1), 1-9. Kelly-Holmes, H. (2014). Linguistic fetish: The sociolinguistics of visual multilingualism. Visual communication, 4, 135-151. Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. Lantz, G., & Loeb, S. (1996). Country of origin and ethnocentrism: An analysis of Canadian and American preferences using social identity theory. Advances in consumer research, 23(1). Luna, D., & Peracchio, L. A. (2005). Advertising to bilingual consumers: The impact of code-switching on persuasion. Journal of Consumer Research, 31(4), 760-765. Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions?. International journal of hospitality management, 28(3), 338-348. Littrell, M. A., Anderson, L. F., & Brown, P. J. (1993). What makes a craft souvenir authentic?. Annals of tourism research, 20(1), 197-215. Myers-Scotton, C. (1993). Common and uncommon ground: Social and structural factors in codeswitching. Language in society, 22(4), 475-503. Millar, M. G., & Tesser, A. (1986). Effects of affective and cognitive focus on the attitude–behavior relation. Journal of personality and social psychology, 51(2), 270. Newman, G. E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of marketing research, 51(3), 371-386. Narasimhan, C. (1988). Competitive promotional strategies. Journal of business, 427-449. Olins, D. E., & Olins, A. L. (1978). Nucleosomes: The Structural Quantum in Chromosomes: Virtually all the DNA of eukaryotic cells is organized into a repeating array of nucleohistone particles called nucleosomes. These chromatin subunits are close-packed into higher-order fibers and are modified during chromosome expression. American Scientist, 66(6), 704-711. Papadopoulos, N., & Heslop, L. A. (2014). Product-country images: Impact and role in international marketing. Routledge. Piller, I. (2003). 10. advertising as a site of language contact. Annual review of applied linguistics, 23, 170-183. Pitts, J. R. (1963). Continuity and change in bourgeois France. In In Search of France (pp. 235-304). Harvard University Press. Peabody, D. (1985). National characteristics. Editions de la Maison des Sciences de l'Homme. Ray, N. M., Ryder, M. E., & Scott, S. V. (1991). Toward an understanding of the use of foreign words in print advertising. Journal of International Consumer Marketing, 3(4), 69-98. Suri, R., & Monroe, K. B. (2003). The effects of time constraints on consumers' judgments of prices and products. Journal of consumer research, 30(1), 92-104. Steenkamp, J. B. E. (1990). Conceptual model of the quality perception process. Journal of Business research, 21(4), 309-333. Tasci, A. D., & Knutson, B. J. (2004). An argument for providing authenticity and familiarity in tourism destinations. Journal of Hospitality & Leisure Marketing, 11(1), 85-109. Tsai, C. T. S., & Lu, P. H. (2012). Authentic dining experiences in ethnic theme restaurants. International Journal of Hospitality Management, 31(1), 304-306. Tavassoli, N. T., & Lee, Y. H. (2003). The differential interaction of auditory and visual advertising elements with Chinese and English. Journal of Marketing Research, 40(4), 468-480. Tavassoli, N. T., & Han, J. K. (2001). Scripted thought: Processing Korean Hancha and Hangul in a multimedia context. Journal of Consumer Research, 28(3), 482-493. Triandis, H. C. (1977). Cross-cultural social and personality psychology. Personality and Social Psychology Bulletin, 3(2), 143-158. Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European journal of Marketing, 34(9/10), 1149-1166. Wind, H. G., & Vreugdenhil, C. B. (1986). Rip-current generation near structures. Journal of fluid mechanics, 171, 459-476. Wang, C. Y., & Mattila, A. S. (2015). The impact of servicescape cues on consumer prepurchase authenticity assessment and patronage intentions to ethnic restaurants. Journal of Hospitality & Tourism Research, 39(3), 346-372. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363078資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363078 資料類型 thesis dc.contributor.advisor 朴星俊 zh_TW dc.contributor.advisor Park, Sung-Jun en_US dc.contributor.author (Authors) 顏序安 zh_TW dc.contributor.author (Authors) Yen, Hsu-An en_US dc.creator (作者) 顏序安 zh_TW dc.creator (作者) Yen, Hsu-An en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-Aug-2024 12:14:22 (UTC+8) - dc.date.available 5-Aug-2024 12:14:22 (UTC+8) - dc.date.issued (上傳時間) 5-Aug-2024 12:14:22 (UTC+8) - dc.identifier (Other Identifiers) G0111363078 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152448 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 111363078 zh_TW dc.description.abstract (摘要) 本文旨在探討：推廣在地化外國產品時，使用外來語或當地語言設計廣告，是否會影響消費者的購買意願。本研究設計了兩種版本的問卷，一種以法文作為廣告語言，另一種則使用中文，共收集了128位台灣人的有效數據。研究採用獨立樣本t檢驗，分析來源國效應與語言熟悉度的綜合影響。結果顯示，消費者主要透過來源國特質來評價產品價值，換言之，當廣告語言提供正面的來源國特質，將增加消費者的購買意願。 zh_TW dc.description.abstract (摘要) This study investigates the impact of advertising language—specifically, the use of a foreign versus a local language—on consumer purchasing behavior when promoting localized foreign products. A survey was administered in two versions, one in French and the other in Chinese, to a sample of 128 participants in Taiwan. An independent t-test was employed to analyze the combined effects of country-of-origin and language familiarity. The result reveals that consumers predominantly assess products based on country-of-origin attributes. Advertising languages that convey positive country-of-origin cues significantly enhance consumers' purchase intentions. en_US dc.description.tableofcontents Acknowledgment 1 Abstract 2 Table of Contents 4 List of Tables 6 Chapter 1 - Introduction 7 Chapter 2 - Literature Review 9 2.1 Linguistic Effect 9 2.2 Using a foreign language in advertising 10 2.3 Country-of-origin 12 2.4 Promoting a localized product 14 Chapter 3 - Hypotheses 15 3.1 Difference between foreign and local languages in new product promotion 15 3.2 Impact of different languages on localized product promotion 16 Chapter 4 - Methods 18 4.1 Sampling and participants 18 4.2 Measurement 18 Chapter 5 - Result 21 5.1 Descriptive statistics 21 5.2 Manipulated Check 23 5.3 Reliability 23 5.3 Independent t-test model 24 Chapter 6 - General Discussion 27 6.1 Theoretical Implication 27 6.2 Managerial Implication 29 6.3 Limitations and Future Research 29 Bibliography 31 Appendix 35 zh_TW dc.format.extent 9700611 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363078 en_US dc.subject (關鍵詞) 廣告語言 zh_TW dc.subject (關鍵詞) 來源國效益 zh_TW dc.subject (關鍵詞) 語言熟悉程度 zh_TW dc.subject (關鍵詞) 在地化產品推廣 zh_TW dc.subject (關鍵詞) Advertising language en_US dc.subject (關鍵詞) Country-of-origin en_US dc.subject (關鍵詞) Language familiarity en_US dc.subject (關鍵詞) Localized product promotion en_US dc.title (題名) 使用外來語或當地語言推廣新產品之研究：來源國因素之影響 zh_TW dc.title (題名) Promoting a new product in a foreign versus local language: Does Country-of-origin matter? en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Askegaard, S., & Ger, G. (1998). Product-country images: towards a contextualized approach. European advances in consumer research, 3(1), 50-58. Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of international business studies, 13, 89-100. Belk, R. (2013). Visual and projective methods in Asian research. Qualitative Market Research: An International Journal, 16(1), 94-107. Boyne, G. A. (2003). What is public service improvement?. Public administration, 81(2), 211-227. Baddeley, A. (1992). Working memory. Science, 255(5044), 556-559. Carruthers, P. (2002). The cognitive functions of language. Behavioral and brain sciences, 25(6), 657-674. Capece, G., & Di Pillo, F. (2021). Chinese website design: Communication as a mirror of culture. Journal of Marketing Communications, 27(2), 137-159. Czinkota, M. R., Ronkainen, I. A., & Cui, P. (2007). International marketing. Thomson/South-Western. Du Rand, G. E., Heath, E., & Alberts, N. (2013). The role of local and regional food in destination marketing: A South African situation analysis. In Wine, food, and tourism marketing (pp. 97-112). Routledge. Fruchter, G. E., Jaffe, E. D., & Nebenzahl, I. D. (2006). Dynamic brand-image-based production location decisions. Automatica, 42(8), 1371-1380. Fraser, C., & Hite, R. E. (1988). Compensation as an alternative to ownership in developing markets: beliefs, attitudes and uses. J. World Trade, 22, 95. Feldman, F. (1997). Utilitarianism, hedonism, and desert: Essays in moral philosophy. Cambridge University Press. Hornikx, J., & Van Meurs, F. (2019). Foreign languages in advertising: Linguistic and marketing perspectives. Springer Nature. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), 92-101. Hashimoto, A., & Telfer, D. J. (2006). Selling Canadian culinary tourism: Branding the global and the regional product. Tourism Geographies, 8(1), 31-55. Haarmann, H. (1990). Language planning in the light of a general theory of language: A methodological framework. Hornikx, J., van Meurs, F., & Hof, R. J. (2013). The effectiveness of foreign-language display in advertising for congruent versus incongruent products. Journal of International Consumer Marketing, 25(3), 152-165. Johansson, J. K., Douglas, S. P., & Nonaka, I. (1985). Assessing the impact of country of origin on product evaluations: a new methodological perspective. Journal of Marketing Research, 22(4), 388-396. Johansson, J. K. (1989). Determinants and Effects of the Use of ″Made in ″Labels. International Marketing Review, 6(1). Johnson, J. P., Lenartowicz, T., & Apud, S. (2006). Cross-cultural competence in international business: Toward a definition and a model. Journal of international business studies, 37, 525-543. Koslow, S., Shamdasani, P. N., & Touchstone, E. E. (1994). Exploring language effects in ethnic advertising: A sociolinguistic perspective. Journal of consumer research, 20(4), 575-585. Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay. Journal of International Marketing, 20(1), 19-41. Kaynak, E., & Mitchel, L. A. (1981). A comparative study of advertising in Canada, the United Kingdom and Turkey. European Journal of Marketing, 15(1), 1-9. Kelly-Holmes, H. (2014). Linguistic fetish: The sociolinguistics of visual multilingualism. Visual communication, 4, 135-151. Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. Lantz, G., & Loeb, S. (1996). Country of origin and ethnocentrism: An analysis of Canadian and American preferences using social identity theory. Advances in consumer research, 23(1). Luna, D., & Peracchio, L. A. (2005). Advertising to bilingual consumers: The impact of code-switching on persuasion. Journal of Consumer Research, 31(4), 760-765. Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions?. International journal of hospitality management, 28(3), 338-348. Littrell, M. A., Anderson, L. F., & Brown, P. J. (1993). What makes a craft souvenir authentic?. Annals of tourism research, 20(1), 197-215. Myers-Scotton, C. (1993). Common and uncommon ground: Social and structural factors in codeswitching. Language in society, 22(4), 475-503. Millar, M. G., & Tesser, A. (1986). Effects of affective and cognitive focus on the attitude–behavior relation. Journal of personality and social psychology, 51(2), 270. Newman, G. E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of marketing research, 51(3), 371-386. Narasimhan, C. (1988). Competitive promotional strategies. Journal of business, 427-449. Olins, D. E., & Olins, A. L. (1978). Nucleosomes: The Structural Quantum in Chromosomes: Virtually all the DNA of eukaryotic cells is organized into a repeating array of nucleohistone particles called nucleosomes. These chromatin subunits are close-packed into higher-order fibers and are modified during chromosome expression. American Scientist, 66(6), 704-711. Papadopoulos, N., & Heslop, L. A. (2014). Product-country images: Impact and role in international marketing. Routledge. Piller, I. (2003). 10. advertising as a site of language contact. Annual review of applied linguistics, 23, 170-183. Pitts, J. R. (1963). Continuity and change in bourgeois France. In In Search of France (pp. 235-304). Harvard University Press. Peabody, D. (1985). National characteristics. Editions de la Maison des Sciences de l'Homme. Ray, N. M., Ryder, M. E., & Scott, S. V. (1991). Toward an understanding of the use of foreign words in print advertising. Journal of International Consumer Marketing, 3(4), 69-98. Suri, R., & Monroe, K. B. (2003). The effects of time constraints on consumers' judgments of prices and products. Journal of consumer research, 30(1), 92-104. Steenkamp, J. B. E. (1990). Conceptual model of the quality perception process. Journal of Business research, 21(4), 309-333. Tasci, A. D., & Knutson, B. J. (2004). An argument for providing authenticity and familiarity in tourism destinations. Journal of Hospitality & Leisure Marketing, 11(1), 85-109. Tsai, C. T. S., & Lu, P. H. (2012). Authentic dining experiences in ethnic theme restaurants. International Journal of Hospitality Management, 31(1), 304-306. Tavassoli, N. T., & Lee, Y. H. (2003). The differential interaction of auditory and visual advertising elements with Chinese and English. Journal of Marketing Research, 40(4), 468-480. Tavassoli, N. T., & Han, J. K. (2001). Scripted thought: Processing Korean Hancha and Hangul in a multimedia context. Journal of Consumer Research, 28(3), 482-493. Triandis, H. C. (1977). Cross-cultural social and personality psychology. Personality and Social Psychology Bulletin, 3(2), 143-158. Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European journal of Marketing, 34(9/10), 1149-1166. Wind, H. G., & Vreugdenhil, C. B. (1986). Rip-current generation near structures. Journal of fluid mechanics, 171, 459-476. Wang, C. Y., & Mattila, A. S. (2015). The impact of servicescape cues on consumer prepurchase authenticity assessment and patronage intentions to ethnic restaurants. Journal of Hospitality & Tourism Research, 39(3), 346-372. zh_TW
