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題名 產地國效應對台灣民眾的影響：以法國紅酒為例
The impact of `Country of Origin Effect` on purchase intention in Taiwan. The case of French wine
作者 夏桔寧
Lisa Chamayou
貢獻者 郭貞
Kuo Cheng
夏桔寧
Lisa Chamayou
關鍵詞 country of origin effect
country image
counsumer behavior
日期 2013
上傳時間 6-Aug-2014 11:48:47 (UTC+8)
摘要 本研究的目的是分析法國國家形象對於台灣葡萄酒消費者對購買葡萄酒意願的影響。在本研究中，我想要介紹法產葡萄酒對於消費者敏感度的概念以及標識影響消費者購買意願的變數。
Foreign markets are influenced by positive and negative stereotypes that international companies have to know how to play with. Consumer’s behavior towards foreign products can significantly vary from a country to another. Thus it is necessary to study the impact that ‘country-of-origin effect’ has on foreign markets as it plays a key role on the final purchase intention. A positive image of the country of origin facilitates product adoption in foreign market.
The objective of this research is to analyze the influence of the country image of France on the purchase intention of wine by Taiwanese customers. Throughout this study I want to introduce the notion of consumer’s sensitivity to the French origin of wine and to identify the variables that influence their purchase intention.
參考文獻 Adler, N.J., R.Doktor, and S.G.Redding. (1986). From the Atlantic to the Pacific Century: Cross Cultural Management Review.’ Journal of Management. vol. 12, 2:pp. 295-318.
Ahmed, S. A., d’Astous, A. and S. Zouiten (1993). Personality Variables in the Made-in Concept. in N.G. Papadopoulos and L.A. Heslop, Ed, Product country images: Impact and role in international marketing. New York: International Business Press, 197- 222.
Bilkey W, and Nes E. (1982). Country-of-Origin Effects on Product Evaluations. Journal of International Business Studies, Vol. 13, Issue 1, pp. 89-100.
Chih-Kang, W., & Lamb Jr., C. W. (1983). The Impact of Selected Environmental Forces Upon Consumers` Willingness to Buy Foreign Products. Journal Of The Academy Of Marketing Science, 11(1), 71.
Crawford, J. C., & Lamb Jr., C. W. (1981). Source Preferences for Imported Products. Journal Of Purchasing & Materials Management, 17(4), 28-33.
Dewald, B. (2003). Wine consumption in Hong Kong. International Journal of Wine Marketing, Vol. 15 No. 1, pp. 54-68.
Erickson, G. M., Johansson, J. K., & Chao, P. (1984). Image variables in multi- attribute product evaluations: Country-of-origin effects. Journal of Consumer Research. Vol. 11, No. 2, pp. 694-699
Gaedeke, R. (1973). Consumer attitudes Toward Products `Made In` Developing Countries. Journal Of Retailing, 49(2), 13.
George Balabanis, Rene Mueller, T.C. Melewar, (2002). The human values’ lenses of country of origin images. International Marketing Review, Vol. 19 pp.582 - 610

Hofstede, G. (1980). Culture’s Consequences: International Differences in Work Related Values. Beverly Hills: Sage Publishing.
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 (JMR), 22(4), 388-396.
Johny K. Johansson, Ilkka A. Ronkainen and Michael R. Czinkota (1994) Negative Country of Origin Effects: The Case of the New Russia. Journal of International Business Studies , Vol. 25, No. 1, pp. 157-176

Koert, v. I., Math, J. J. M. C., & Meulenberg, M. T. G. (2003). The influence of the image of a product`s region of origin on product evaluation. Journal of Business Research, 56(3), 215-226.
Krishnakumar, Parameswar. (1974). An exploratory Study of the influence of Country of Origin on the product image of Persons from Selected Countries. Ph.D. dissertation, The University of Florida.
Laroche, M., Papadopoulos, N., Heslop, L., & Bergeron, J. (2003). Effects of subcultural differences on country and product evaluations. Journal Of Consumer Behaviour, 2(3), 232.
Liefeld, J. P. (2004). Consumer knowledge and use of country-of-origin information at the point of purchase. Journal Of Consumer Behaviour, 4(2), 85-96.

Min Han, C. C. (1989). Country Image: Halo or Summary Construct? Journal Of Marketing Research (JMR), 26(2), 222-229.
Nagashima, A. (1970). A comparison of Japanese and US attitudes towards foreign products. Journal of Marketing, Vol 34, No 1, pp 68-74
Nagashima, A. (1977). A comparative "made in" product image survey among japanese businessmen. Journal of Marketing (Pre-1986)
Obermiller, C., & Spangenberg, E. (1989). Exploring the Effects of Country of Origin Labels: An Information Processing Framework. Advances In Consumer Research, 16(1), 454-459.
Papadopoulos, N., & Heslop, L.A. (1993). Product-Country Images: Importance and Role in International Marketing. New York: International Business Press.
Papadopoulos, N., & Heslop, L. (2002). Country equity and country branding: Problems and prospects. Journal of Brand Management, 9(4), 294-314.
Pharr, J. M. (2005). Synthesizing country of origin research frome the last decade : Is the concept still salient in an area of global brands? Journal Of Marketing Theory & Practice, 13(4), 34-45.
Ravi Parameswaran and Attila Yaprak (1987) A Cross-National Comparison of Consumer Research Measures, Journal of International Business Studies , Vol. 18, No. 1, pp. 35-49

Reierson, Curtis (1966). Are Foreign Products Seen as National Stereotypes? Journal of Retailing. (Fall), 3340.
Robert A. Peterson and Alain J. P. Jolibert. (1995) A Meta-Analysis of Country Of Origin Effects. Journal of International Business Studies, Vol. 26, No. 4, pp. 883-900
Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579.
Sadrudin A. Ahmed, Alain d`Astous, (1993). Cross-national Evaluation of Made-in Concept Using Multiple Cues. European Journal of Marketing, Vol. 27 Iss: 7, pp.39 - 52

Schooler R (1971). Bias phenomena attendant to the marketing of foreign goods in the U.S. Journal of International Business Studies, 2, 71-80.
Schooler, R. D., & Wildt, A. R. (1968). Elasticity of product bias. JMR, Journal of Marketing Research.
Schooler, R. D. (1965). Product bias in the central american common market. JMR, Journal of Marketing Research.
Usunier, J. (2006). Relevance in business research: The case of country-of-origin research in marketing. European Management Review, 3(1), 60-73.
Verlegh, P.W.J. and Steenkamp, J.-B.E.M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, Vol 20, pp 521-546
Victor V. Cordell (1992) Effects of Consumer Preferences for Foreign Sourced Products, Journal of International Business Studies , Vol. 23, No. 2, pp. 251-269

Wall M & Heslop L(1986). Consumer attitudes towards Canadian-made versus imported products. Journal of the Academy of Marketing Science, 14 (2), 27-36.
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
100461022
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100461022
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.advisor Kuo Chengen_US
dc.contributor.author (Authors) 夏桔寧zh_TW
dc.contributor.author (Authors) Lisa Chamayouen_US
dc.creator (作者) 夏桔寧zh_TW
dc.creator (作者) Lisa Chamayouen_US
dc.date (日期) 2013en_US
dc.date.accessioned 6-Aug-2014 11:48:47 (UTC+8)-
dc.date.available 6-Aug-2014 11:48:47 (UTC+8)-
dc.date.issued (上傳時間) 6-Aug-2014 11:48:47 (UTC+8)-
dc.identifier (Other Identifiers) G0100461022en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/68275-
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) 100461022zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 本研究的目的是分析法國國家形象對於台灣葡萄酒消費者對購買葡萄酒意願的影響。在本研究中，我想要介紹法產葡萄酒對於消費者敏感度的概念以及標識影響消費者購買意願的變數。zh_TW
dc.description.abstract (摘要) Foreign markets are influenced by positive and negative stereotypes that international companies have to know how to play with. Consumer’s behavior towards foreign products can significantly vary from a country to another. Thus it is necessary to study the impact that ‘country-of-origin effect’ has on foreign markets as it plays a key role on the final purchase intention. A positive image of the country of origin facilitates product adoption in foreign market.
The objective of this research is to analyze the influence of the country image of France on the purchase intention of wine by Taiwanese customers. Throughout this study I want to introduce the notion of consumer’s sensitivity to the French origin of wine and to identify the variables that influence their purchase intention.		en_US
dc.description.tableofcontents Table of Contents

Introduction.............................................................................................................................7
1.1 Motivation ................................................................................................................7
1.2 Research Objectives .................................................................................................7
1.3 Research Purposes...................................................................................................11
Literature Review .................................................................................................................12
2.1 Definition of the terms `Country of Origin Image` and `Country of Origin Effect`.12
2.2 Chronological literature review on the ‘Country of Origin Effect’........................15
2.2.1 Mid-1960’s to 1982: Premises of research on the CO Effect...................15
2.2.2 1980’s to early 1990’s : research with multiple co-variables...................16
2.2.3 From the 1990’s to today’s research ........................................................18
2.3 The Impact of Country of Origin Image on consumer’s purchase intent : examples of used models...................................................................................................19
2.3.1 The influence of the sociodemographic variables....................................19
2.3.2 The influence of consumers` perception of the country of origin (country image)................................................................................................................21
2.3.3 The influence of product knowledge........................................................22
Research Methods ................................................................................................................24
3.1 Research Model ......................................................................................................24
3.2 Research Hypothesis ..............................................................................................25
3.3 Data collection method .........................................................................................27
3.4 Measurement of research variables ........................................................................28
3.5 Measurement reliability Test ..................................................................................29
Data Analysis........................................................................................................................31
Discussion.............................................................................................................................36
5.1. Country of Origin effect on purchase intent of French wine.................................36
5.2 Limitation................................................................................................................39
5.3 Suggestions for Future research .............................................................................41
References : ..............................................................................................................................43
Appendix I: Questionnaire (English Version) ..........................................................................48
Appendix II: Questionnaire (Chinese Version) ........................................................................54		zh_TW
dc.format.extent 1429465 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/#G0100461022en_US
dc.subject (關鍵詞) country of origin effecten_US
dc.subject (關鍵詞) country imageen_US
dc.subject (關鍵詞) counsumer behavioren_US
dc.title (題名) 產地國效應對台灣民眾的影響：以法國紅酒為例zh_TW
dc.title (題名) The impact of `Country of Origin Effect` on purchase intention in Taiwan. The case of French wineen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Adler, N.J., R.Doktor, and S.G.Redding. (1986). From the Atlantic to the Pacific Century: Cross Cultural Management Review.’ Journal of Management. vol. 12, 2:pp. 295-318.
Ahmed, S. A., d’Astous, A. and S. Zouiten (1993). Personality Variables in the Made-in Concept. in N.G. Papadopoulos and L.A. Heslop, Ed, Product country images: Impact and role in international marketing. New York: International Business Press, 197- 222.
Bilkey W, and Nes E. (1982). Country-of-Origin Effects on Product Evaluations. Journal of International Business Studies, Vol. 13, Issue 1, pp. 89-100.
Chih-Kang, W., & Lamb Jr., C. W. (1983). The Impact of Selected Environmental Forces Upon Consumers` Willingness to Buy Foreign Products. Journal Of The Academy Of Marketing Science, 11(1), 71.
Crawford, J. C., & Lamb Jr., C. W. (1981). Source Preferences for Imported Products. Journal Of Purchasing & Materials Management, 17(4), 28-33.
Dewald, B. (2003). Wine consumption in Hong Kong. International Journal of Wine Marketing, Vol. 15 No. 1, pp. 54-68.
Erickson, G. M., Johansson, J. K., & Chao, P. (1984). Image variables in multi- attribute product evaluations: Country-of-origin effects. Journal of Consumer Research. Vol. 11, No. 2, pp. 694-699
Gaedeke, R. (1973). Consumer attitudes Toward Products `Made In` Developing Countries. Journal Of Retailing, 49(2), 13.
George Balabanis, Rene Mueller, T.C. Melewar, (2002). The human values’ lenses of country of origin images. International Marketing Review, Vol. 19 pp.582 - 610

Hofstede, G. (1980). Culture’s Consequences: International Differences in Work Related Values. Beverly Hills: Sage Publishing.
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 (JMR), 22(4), 388-396.
Johny K. Johansson, Ilkka A. Ronkainen and Michael R. Czinkota (1994) Negative Country of Origin Effects: The Case of the New Russia. Journal of International Business Studies , Vol. 25, No. 1, pp. 157-176

Koert, v. I., Math, J. J. M. C., & Meulenberg, M. T. G. (2003). The influence of the image of a product`s region of origin on product evaluation. Journal of Business Research, 56(3), 215-226.
Krishnakumar, Parameswar. (1974). An exploratory Study of the influence of Country of Origin on the product image of Persons from Selected Countries. Ph.D. dissertation, The University of Florida.
Laroche, M., Papadopoulos, N., Heslop, L., & Bergeron, J. (2003). Effects of subcultural differences on country and product evaluations. Journal Of Consumer Behaviour, 2(3), 232.
Liefeld, J. P. (2004). Consumer knowledge and use of country-of-origin information at the point of purchase. Journal Of Consumer Behaviour, 4(2), 85-96.

Min Han, C. C. (1989). Country Image: Halo or Summary Construct? Journal Of Marketing Research (JMR), 26(2), 222-229.
Nagashima, A. (1970). A comparison of Japanese and US attitudes towards foreign products. Journal of Marketing, Vol 34, No 1, pp 68-74
Nagashima, A. (1977). A comparative "made in" product image survey among japanese businessmen. Journal of Marketing (Pre-1986)
Obermiller, C., & Spangenberg, E. (1989). Exploring the Effects of Country of Origin Labels: An Information Processing Framework. Advances In Consumer Research, 16(1), 454-459.
Papadopoulos, N., & Heslop, L.A. (1993). Product-Country Images: Importance and Role in International Marketing. New York: International Business Press.
Papadopoulos, N., & Heslop, L. (2002). Country equity and country branding: Problems and prospects. Journal of Brand Management, 9(4), 294-314.
Pharr, J. M. (2005). Synthesizing country of origin research frome the last decade : Is the concept still salient in an area of global brands? Journal Of Marketing Theory & Practice, 13(4), 34-45.
Ravi Parameswaran and Attila Yaprak (1987) A Cross-National Comparison of Consumer Research Measures, Journal of International Business Studies , Vol. 18, No. 1, pp. 35-49

Reierson, Curtis (1966). Are Foreign Products Seen as National Stereotypes? Journal of Retailing. (Fall), 3340.
Robert A. Peterson and Alain J. P. Jolibert. (1995) A Meta-Analysis of Country Of Origin Effects. Journal of International Business Studies, Vol. 26, No. 4, pp. 883-900
Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579.
Sadrudin A. Ahmed, Alain d`Astous, (1993). Cross-national Evaluation of Made-in Concept Using Multiple Cues. European Journal of Marketing, Vol. 27 Iss: 7, pp.39 - 52

Schooler R (1971). Bias phenomena attendant to the marketing of foreign goods in the U.S. Journal of International Business Studies, 2, 71-80.
Schooler, R. D., & Wildt, A. R. (1968). Elasticity of product bias. JMR, Journal of Marketing Research.
Schooler, R. D. (1965). Product bias in the central american common market. JMR, Journal of Marketing Research.
Usunier, J. (2006). Relevance in business research: The case of country-of-origin research in marketing. European Management Review, 3(1), 60-73.
Verlegh, P.W.J. and Steenkamp, J.-B.E.M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, Vol 20, pp 521-546
Victor V. Cordell (1992) Effects of Consumer Preferences for Foreign Sourced Products, Journal of International Business Studies , Vol. 23, No. 2, pp. 251-269

Wall M & Heslop L(1986). Consumer attitudes towards Canadian-made versus imported products. Journal of the Academy of Marketing Science, 14 (2), 27-36.		zh_TW