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題名 捷克民眾眼中的台灣國家形象與產品形象：國家與產品熟悉度之角色
Country and product images of Taiwan among the Czech people: the role of country and product familiarity
作者 楊伯瑞
Borek Janecek
貢獻者 郭貞
Kuo, Cheng
楊伯瑞
Borek Janecek
關鍵詞 國家形象
來源國
國家熟悉度
產品知識
消費行為
Country image
country of origin
country familiarity
product knowledge
consumer behavior
日期 2009
上傳時間 8-Dec-2010 12:32:19 (UTC+8)
摘要 In the globalized economy of today, countries compete among each other for tourists, investors or shares in export markets. In order to achieve their goals, they must carefully build and maintain their reputations internationally, much like commercial brands do. This study evaluates the country image of Taiwan in the Czech Republic, and its effect on perception of Made-in-Taiwan products by Czech consumers. For comparative purposes, images and product perceptions of Japan and China are also included in the study. Extra focus is also placed on the impact of consumers’ knowledge of the country on their perception of country image and country products. The data was gathered through an online survey (252 respondents) and the research reveals several important findings.
First, the country and product perceptions of Taiwan in the Czech Republic are on average slightly positive to positive, dismissing the negative assessment of the Made-in-Taiwan product label. Second, the knowledge of the Czech people about Taiwan is extremely limited. Third, perception of Taiwan’s country image shows a strong positive correlation with consumers’ subjective and objective knowledge of Taiwan. Fourth, the stereotypical positive image of Japanese products and negative image of Chinese products is confirmed here.
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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)
97461011
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0097461011
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.advisor Kuo, Chengen_US
dc.contributor.author (Authors) 楊伯瑞zh_TW
dc.contributor.author (Authors) Borek Janeceken_US
dc.creator (作者) 楊伯瑞zh_TW
dc.creator (作者) Borek Janeceken_US
dc.date (日期) 2009en_US
dc.date.accessioned 8-Dec-2010 12:32:19 (UTC+8)-
dc.date.available 8-Dec-2010 12:32:19 (UTC+8)-
dc.date.issued (上傳時間) 8-Dec-2010 12:32:19 (UTC+8)-
dc.identifier (Other Identifiers) G0097461011en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/49489-
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) 97461011zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) In the globalized economy of today, countries compete among each other for tourists, investors or shares in export markets. In order to achieve their goals, they must carefully build and maintain their reputations internationally, much like commercial brands do. This study evaluates the country image of Taiwan in the Czech Republic, and its effect on perception of Made-in-Taiwan products by Czech consumers. For comparative purposes, images and product perceptions of Japan and China are also included in the study. Extra focus is also placed on the impact of consumers’ knowledge of the country on their perception of country image and country products. The data was gathered through an online survey (252 respondents) and the research reveals several important findings.
First, the country and product perceptions of Taiwan in the Czech Republic are on average slightly positive to positive, dismissing the negative assessment of the Made-in-Taiwan product label. Second, the knowledge of the Czech people about Taiwan is extremely limited. Third, perception of Taiwan’s country image shows a strong positive correlation with consumers’ subjective and objective knowledge of Taiwan. Fourth, the stereotypical positive image of Japanese products and negative image of Chinese products is confirmed here.		en_US
dc.description.tableofcontents Table of Contents
1. Country and Product Images of Taiwan in the Czech Republic 1
1.1. Motivation 2
1.2. Research Objectives 3
1.3. Research Questions 4
1.4. Originality, Contribution 5
2. Literature Review 7
2.1. Country of Origin Research 7
2.2. Country of Origin Definitions 8
2.3. Country Image Definitions 8
2.4. The Importance of Country Images 9
2.4.1. The Country Image – Country of Origin Relationship 11
2.5. Country Familiarity 13
2.6. Variables Influencing the Product Perception 15
2.6.1. Product Category, Product Characteristics, Product Involvement 15
2.6.2. Product-Category Expertise 16
2.6.3. Experience with Country Products 18
2.6.4. Consumer-Specific Variables 19
2.6.5. Economic Development of COO 20
2.6.6. Country of Evaluation – Nationality of the Consumer 20
2.6.7. Product Brands 23
2.7. Design of COO studies 24
2.8. Limitations of COO studies 26
2.8.1. Country of Origin Identification, Hybrid Products 27
2.9. Country Image Research in Asia 28
2.9.1. Taiwan Image Studies - Review 29
2.9.2. The Perception of Taiwan as a Country of Product Origin 32
2.9.4. Taiwanese Government Image Building Campaigns 34
2.9.5. The Image of Japan as a Country of Product Origin 36
2.9.6. The Image of China as a Country of Product Origin 37
2.10. Consumer Attitudes and Cultural Considerations in the Czech Republic 39
2.11. Sources of Country Information 40
2.11.1. The Effects of Information from Different Sources on Opinion Formation 40
2.11.2. Media Coverage of Countries 41
3. Research Model 44
3.1. Research Hypotheses 44
3.2. Variables Not Included in the Research 50
4. Research Design 52
4.1. Measurement of Research Variables 52
4.2. Data Collection 54
4.3. Measurement Reliability Test 55
5. Data Analysis 57
5.1. Data Analysis Procedure 58
5.2. Hypothesis Testing 59
5.2.1. Hypothesis 1 59
5.2.2. Hypothesis 2 61
5.2.4. Hypothesis 4a & 5 66
5.2.5. Hypothesis 4b, 6 and 7 70
5.3. Sources of Country Information 74
6. Discussion 78
6.1. Taiwan Country Image 78
6.2. Made-in-Taiwan Product Label 80
6.3. Country Knowledge 81
6.4. Country of Origin Research 83
6.5. Limitations 85
6.6. Future Research 87
References: 89
Appendix I.: Questionnaire (English Version) 97
Appendix II.: Questionnaire (Czech Version) 103		zh_TW
dc.format.extent 1579913 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0097461011en_US
dc.subject (關鍵詞) 國家形象zh_TW
dc.subject (關鍵詞) 來源國zh_TW
dc.subject (關鍵詞) 國家熟悉度zh_TW
dc.subject (關鍵詞) 產品知識zh_TW
dc.subject (關鍵詞) 消費行為zh_TW
dc.subject (關鍵詞) Country imageen_US
dc.subject (關鍵詞) country of originen_US
dc.subject (關鍵詞) country familiarityen_US
dc.subject (關鍵詞) product knowledgeen_US
dc.subject (關鍵詞) consumer behavioren_US
dc.title (題名) 捷克民眾眼中的台灣國家形象與產品形象：國家與產品熟悉度之角色zh_TW
dc.title (題名) Country and product images of Taiwan among the Czech people: the role of country and product familiarityen_US
dc.type (資料類型) thesisen
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