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題名 臺歐消費品貿易之擴展空間
Taiwan-EU consumer goods trade – Space for expansion?作者 柯馬汀
Kovář, Martin貢獻者 陳小紅
Chen, Hsiao Hung
柯馬汀
Martin Kovář關鍵詞 臺歐貿易
消費者意見調查
產地形象
品質感受
價值感受
購買意向
Taiwan-EU trade
Consumer goods
COO Image
Quality perception
Value perception
Purchase intention日期 2015 上傳時間 2-Dec-2015 17:03:55 (UTC+8) 摘要 國際貿易統計數據與平日消費者體察示意台灣和歐盟的消費品貿易有明顯的擴展空間。本研究集注消費品進口以期找出某些品類較少進口數量的原因。根據其他的進口國家－日本和韓國－貿易結構數據比較分析，挑選較小市場佔有率的品類，其後使用問卷調查消費者對此類歐盟進口產品的看法。 本研究發現台灣消費者對歐盟產品與歐盟廠商有一定的認知，且消費者相當讚賞歐盟產品的品質，此為購買意向增加之原因。而商品的原產地形象顯然與消費者之購買意向沒有直接關係。較高歐盟產品見識度貌似跟購買意向有正相關，因此本研究建議進口商使用恰當的招攬活動，例如產品介紹會或試用會。並且，藉由移除貿易障礙以及放寬貿易協定來改善台灣與歐盟的經濟關係，提供互相貿易之擴展機會。
Statistical data on international trade as well as daily consumer experience suggest that there are several areas in the trading relationship between Taiwan and the European Union, where there is a lot of space for further expansion. This study focuses on the imports of consumer goods in an effort to find the reasons why products of some categories are imported in relatively smaller quantity to Taiwan. The specific product categories, which have a relatively low share on the total value of imported goods, are chosen on the basis of comparison of international trade statistics of Taiwan and other comparable markets of the East Asian region – Japan and Korea – and subsequently a questionnaire based survey of consumer attitude towards the chosen product categories is conducted.The research finds that products made in European Union and the maker brands are quite well known among Taiwanese consumers and their quality is perceived as being quite high, which seems to increase purchase intention greatly. Country-of-origin image does not seem to play an important role in the purchase intention shaping. The high levels of familiarity with the EU products appear to have positive correlation with the final purchase intention and a suggestion is therefore made, that the producers and importers should try to promote it by suitable marketing activities, such as product presentation and trials. Development of economic ties between Taiwan and the European Union by the means of removal of trading barriers or preferential trade agreements also seems to provide a good opportunity for the expansion of the mutual trade.參考文獻 Agrawal, Jagdish and Wagner A. Kamakura. 1999. “Country of origin: A competitive advantage?” International Journal of Research in Marketing 16:255–267.Al-Sulaiti, Khalid I. and Michael J. Baker. 1998. “Country of origin effects: a literature review.” Marketing Intelligence & Planning 16(3):150 - 199.Babbie, Earl. 2013. The Practice of Social Research. Belmont: Wadsworth Cengage Learning.Cattin, Philippe, Alain Jolibert, and Colleen Lohnes. 1982. “A Cross-Cultural Study of "Made in" Concepts.” Journal of International Business Studies 13:131-41.Customs Administration, Ministry of Finance. n.d. “Customs Administration, MOF: Anti-dumping and Countervailing - Measures in Force.” Retrieved June 29, 2014 (http://eweb.customs.gov.tw/ct.asp?xItem=67293&CtNode=15591).Dick, Alan , Arun Jain, and Paul Richardson. 1995. “Correlates of store brand proneness: some empirical observations.” Journal of Product & Brand Management 4(4):15 - 22.Elliott, Gregory R. and Ross C. Cameron. 1994. “Consumer Perception of Product Quality and the Country-of-Origin Effect.” Journal of Interational Marketing 2(2):49-62.European Commission. n.d. “Trade defence - Anti-dumping and anti-subsidy measures list.” Retrieved June 29, 2014 (http://trade.ec.europa.eu/doclib/html/113191.htm).European Social Survey. 2013. “Chapter 8: Summated scales in regression analysis.” Retrieved June 27, 2015 (http://essedunet.nsd.uib.no/cms/topics/regression/8/).Feenstra, Robert C., Tzu-Han Yang, and Gary G. Hamilton. 1999. “Business groups and product variety in trade: evidence from South Korea, Taiwan and Japan.” Journal of International Economics (48):71–100.Han, C. M. 1988. “The Role of Consumer Patriotism in The Choice of Domestic versus Foreign Products.” Journal of Advertising Research 28(3):25-33.Chryssochoidis, George, Krystallis Athanassios, and Perreas Panagiotis. 2007. “Ethnocentric beliefs and country-of-origin (COO) effect: Impact of country, product and product attributes on Greek consumers` evaluation of food products.” European Journal of Marketing 41(11):518-1544.International trade centre. 2015. “Correspondence table for product codes.” (http://www.trademap.org/stCorrespondingProductCodes.aspx).ITC Trade Map. 2015. “Bilateral trade between European Union and Taipei, Chinese (., Japan, Korea).” Retrieved July 20, 2015 (http://www.trademap.org/Bilateral_TS.aspx).ITC Trade Map. 2015. “Bilateral trade between Taipei, Chinese and European Union (EU 28).” Retrieved July 20, 2015 (http://www.trademap.org/Bilateral_TS.aspx).ITC Trade Map. n.d. “List of importing markets from European Union (EU 28) for a product exported by Taipei, Chinese.” Retrieved June 12, 2015 (http://www.trademap.org/Country_SelProductCountry_TS.aspx).ITC Trade Map. n.d. “List of supplying markets for a product imported by Taipei, Chinese.” Retrieved June 12, 2015 (http://www.trademap.org/Country_SelProductCountry_TS.aspx).Jacoby, Jacob, Jerry C. Olson, and Rafael A. Haddo. 1971. “Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality.” Journal of Applied Psychology 55(6):570-579.Jaffe, Eugene D. and Israel D. Nebenzahl. 1984. “Alternative Questionnaire Formats for Country Image Studies.” Journal of Marketing Research 21:463-71.Johansson, Johny K., Susan P. Douglas, and Ikujiro Nonaka. 1985. “Assessing the impact of country of origin on product evaluations: a new methodological perspective.” Journal of Marketing Research 388-396.Johansson, Johny K. and Israel D. Nebenzahl. 1986. “Multinational Production: Effect on Brand Value.” Journal of International Business Studies 101-26.Josiassen, Alexander, Bryan A. Lukas, and Gregory J. Whitwell. 2008. “Country-of-origin contingencies: Competing perspectives on product familiarity and product involvement.” International Marketing Review 25(4):423 - 440.Krystallis, Athanassios and George Chryssochoidis. 2006. “Does the Country- of - Origin (COO) of Food Products Influence Consumer Evaluations? An Empirical Examination of Ham and Cheese.” Journal of Food Products Marketing 15(3):283-303.Lee, Young Sun. 1986. “Changing export patterns in Korea, Taiwan and Japan.” Review of World Economics (Weltwirtschaftliches Archiv) 122(1):150-163.Lee, Dongdae and Gopala Ganesh. 1999. “Effects of partitioned country image in the context of brand image.” International Marketing Review 16(1):18 - 41.Lichtenstein, Donald R., Nancy M. Ridgway, and Richard G. Netemeyer. 1993. “Price Perceptions and Consumer Shopping Behavior: A Field Study Price.” Journal of Marketing Research 30:234-245.Lin, Chen-Yu, David Marshall, and John Dawson. 2009. “Consumer attitudes towards a European retailer`s private brand food products: an integrated model of Taiwanese consumers.” Journal of Marketing Management, pp. 875-891.MOEA Press Release. 2013. “MOEA Affirms the Signing of ANZTEC.” Retrieved July 20, 2015 (https://www.moea.gov.tw/TNE/main/news/News.aspx?kind=1&menu_id=40&news_id=32).Nagashima, Akira. 1970. “A Comparison of Japanese and U.S. Attitudes Toward Foreign Products.” Journal of Marketing 34:68-74.Nagashima, Akira. 1977. “A Comparative "Made in" Product Image Survey among Japanese Businessmen.” Journal of Marketing 41:95-100.Narayana, Chem L. 1981. “Aggregate Images of American and Japanese Products: Implications on International Marketing.” Columbia Journal of World Business 16:31-35.Nebenzahl, Israel D. and Jaffe D. Eugene. 1997. “Measuring the joint effect of brand and country image in consumer evaluation.” Journal of Marketing Practice: Applied Marketing Science 3(3):190 - 207.Papadopoulos, N., F. Graby, L. Heslop, F. Graby, and G. Avlonitis. 1987. Does country of origin matter? Some findings from a cross-cultural study of consumer views about foreign products - Report No. 87-104. Cambridge, MA: Marketing Science Institute.Roth, Martin S. and Jean B. Romeo. 1992. “Matching Product Category and Country Image Perceptions: a Framework for Managing Country-Of-Origin Effects.” Journal of International Business Studies 23(3):477-497.Scott, Emily, Amy Hsueh, Cleo Fu, and Katherine Lee. n.d. “Taiwan-New Zealand Free Trade Agreement Revels Taiwan`s Strong Trade.” United States Department of Agriculture - Global Agricultural Information Network. Retrieved July 21, 2015 (http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Taiwan-New%20Zealand%20Free%20Trade%20Agreement%20Revels%20Taiwan`s%20Strong%20Trade_Taipei_Taiwan_9-23-2013.pdf).Schaefer, Anja. 1997. “Consumer Knowledge and Country of Origin Effects.” European Journal of Marketing 31(1):56 - 72.Vein, Terpstra and Min C. Han. 1988. “Country-of-Origin Effects for Uni-National and Bi-National Products.” Journal of International Business Studies 19:235-55.Verlegh, Peeter W. J. and Jan-Benedict E. M. Steenkamp. 1999. “A review and meta-analysis of country-of-origin research.” Journal of Economic Psychology 20:521-546.Wall, Marjorie and Louise Heslop. 1986. “Consumer attitudes toward Canadian-made versus imported products.” Journal of the Academy of Marketing Science 14(2):27-36.Wang, Yun and Jeanne Heitmeyer. 2006. “Consumer attitude toward US versus domestic apparel in Taiwan.” International Journal of Consumer Studies 30(1):64–74.White, Phillip D. 1979. “Attitudes of U.S. Purchasing Managers toward Industrial Products Manufactured in Selected Western European Nations.” Journal Of International Business Studies 10:81-90. 描述 碩士
國立政治大學
亞太研究英語碩士學位學程(IMAS)
102926035資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102926035 資料類型 thesis dc.contributor.advisor 陳小紅 zh_TW dc.contributor.advisor Chen, Hsiao Hung en_US dc.contributor.author (Authors) 柯馬汀 zh_TW dc.contributor.author (Authors) Martin Kovář en_US dc.creator (作者) 柯馬汀 zh_TW dc.creator (作者) Kovář, Martin en_US dc.date (日期) 2015 en_US dc.date.accessioned 2-Dec-2015 17:03:55 (UTC+8) - dc.date.available 2-Dec-2015 17:03:55 (UTC+8) - dc.date.issued (上傳時間) 2-Dec-2015 17:03:55 (UTC+8) - dc.identifier (Other Identifiers) G0102926035 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/79546 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 亞太研究英語碩士學位學程(IMAS) zh_TW dc.description (描述) 102926035 zh_TW dc.description.abstract (摘要) 國際貿易統計數據與平日消費者體察示意台灣和歐盟的消費品貿易有明顯的擴展空間。本研究集注消費品進口以期找出某些品類較少進口數量的原因。根據其他的進口國家－日本和韓國－貿易結構數據比較分析，挑選較小市場佔有率的品類，其後使用問卷調查消費者對此類歐盟進口產品的看法。 本研究發現台灣消費者對歐盟產品與歐盟廠商有一定的認知，且消費者相當讚賞歐盟產品的品質，此為購買意向增加之原因。而商品的原產地形象顯然與消費者之購買意向沒有直接關係。較高歐盟產品見識度貌似跟購買意向有正相關，因此本研究建議進口商使用恰當的招攬活動，例如產品介紹會或試用會。並且，藉由移除貿易障礙以及放寬貿易協定來改善台灣與歐盟的經濟關係，提供互相貿易之擴展機會。 zh_TW dc.description.abstract (摘要) Statistical data on international trade as well as daily consumer experience suggest that there are several areas in the trading relationship between Taiwan and the European Union, where there is a lot of space for further expansion. This study focuses on the imports of consumer goods in an effort to find the reasons why products of some categories are imported in relatively smaller quantity to Taiwan. The specific product categories, which have a relatively low share on the total value of imported goods, are chosen on the basis of comparison of international trade statistics of Taiwan and other comparable markets of the East Asian region – Japan and Korea – and subsequently a questionnaire based survey of consumer attitude towards the chosen product categories is conducted.The research finds that products made in European Union and the maker brands are quite well known among Taiwanese consumers and their quality is perceived as being quite high, which seems to increase purchase intention greatly. Country-of-origin image does not seem to play an important role in the purchase intention shaping. The high levels of familiarity with the EU products appear to have positive correlation with the final purchase intention and a suggestion is therefore made, that the producers and importers should try to promote it by suitable marketing activities, such as product presentation and trials. Development of economic ties between Taiwan and the European Union by the means of removal of trading barriers or preferential trade agreements also seems to provide a good opportunity for the expansion of the mutual trade. en_US dc.description.tableofcontents 1 Introduction 72 Literature review and Research Design 152.1 Scope of the research 152.2 Research design 162.2.1 Conceptual model 162.2.2 Product and brand familiarity 172.2.3 Country of origin image 192.2.4 Quality perception 212.2.5 Value perception 213 Methodology 223.1 Questionnaire design 223.1.1 Product and brand familiarity 223.1.2 Country of origin image 243.1.3 Quality perception 253.1.4 Value perception 263.1.5 Purchase intention 263.1.6 Personal data 263.2 Data Collection 274 Research findings 304.1 The brand familiarity variable 304.2 Country of origin image variable 314.3 Country-wise observations 324.4 Analysis 334.4.1 Bivariate relationships analysis 364.4.2 Regression analysis 385 Conclusions 446 Limitations and potential future research 457 Appendices 467.1 Appendix 1: Trade defence measures taken by EU against Taiwan 467.2 Appendix 2: Trade defence measures taken by Taiwan affecting EU members 477.3 Appendix 3: Import structure statistical comparison – Japan, Korea & Taiwan 477.4 Appendix 4: The focus product categories – details 497.5 Appendix 5: Food products evaluation criteria 507.6 Appendix 6: The brand familiarity pre-test results 517.7 Appendix 7: The questionnaire – English version 527.8 Appendix 8: The questionnaire – Chinese version 557.9 Appendix 9: Correlations – Cars 587.10 Appendix 10: Correlations – Bags 587.12 Appendix 11: Correlations – Cheese 597.13 Appendix 12: Correlations – Shoes 597.14 Appendix 13: Country selection combinations data 607.15 Appendix 14: COO image-income cross-tab analysis 618 Bibliography 62 zh_TW dc.format.extent 4780455 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102926035 en_US dc.subject (關鍵詞) 臺歐貿易 zh_TW dc.subject (關鍵詞) 消費者意見調查 zh_TW dc.subject (關鍵詞) 產地形象 zh_TW dc.subject (關鍵詞) 品質感受 zh_TW dc.subject (關鍵詞) 價值感受 zh_TW dc.subject (關鍵詞) 購買意向 zh_TW dc.subject (關鍵詞) Taiwan-EU trade en_US dc.subject (關鍵詞) Consumer goods en_US dc.subject (關鍵詞) COO Image en_US dc.subject (關鍵詞) Quality perception en_US dc.subject (關鍵詞) Value perception en_US dc.subject (關鍵詞) Purchase intention en_US dc.title (題名) 臺歐消費品貿易之擴展空間 zh_TW dc.title (題名) Taiwan-EU consumer goods trade – Space for expansion? en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Agrawal, Jagdish and Wagner A. Kamakura. 1999. “Country of origin: A competitive advantage?” International Journal of Research in Marketing 16:255–267.Al-Sulaiti, Khalid I. and Michael J. Baker. 1998. “Country of origin effects: a literature review.” Marketing Intelligence & Planning 16(3):150 - 199.Babbie, Earl. 2013. The Practice of Social Research. Belmont: Wadsworth Cengage Learning.Cattin, Philippe, Alain Jolibert, and Colleen Lohnes. 1982. “A Cross-Cultural Study of "Made in" Concepts.” Journal of International Business Studies 13:131-41.Customs Administration, Ministry of Finance. n.d. “Customs Administration, MOF: Anti-dumping and Countervailing - Measures in Force.” Retrieved June 29, 2014 (http://eweb.customs.gov.tw/ct.asp?xItem=67293&CtNode=15591).Dick, Alan , Arun Jain, and Paul Richardson. 1995. “Correlates of store brand proneness: some empirical observations.” Journal of Product & Brand Management 4(4):15 - 22.Elliott, Gregory R. and Ross C. Cameron. 1994. “Consumer Perception of Product Quality and the Country-of-Origin Effect.” Journal of Interational Marketing 2(2):49-62.European Commission. n.d. “Trade defence - Anti-dumping and anti-subsidy measures list.” Retrieved June 29, 2014 (http://trade.ec.europa.eu/doclib/html/113191.htm).European Social Survey. 2013. “Chapter 8: Summated scales in regression analysis.” Retrieved June 27, 2015 (http://essedunet.nsd.uib.no/cms/topics/regression/8/).Feenstra, Robert C., Tzu-Han Yang, and Gary G. Hamilton. 1999. “Business groups and product variety in trade: evidence from South Korea, Taiwan and Japan.” Journal of International Economics (48):71–100.Han, C. M. 1988. “The Role of Consumer Patriotism in The Choice of Domestic versus Foreign Products.” Journal of Advertising Research 28(3):25-33.Chryssochoidis, George, Krystallis Athanassios, and Perreas Panagiotis. 2007. “Ethnocentric beliefs and country-of-origin (COO) effect: Impact of country, product and product attributes on Greek consumers` evaluation of food products.” European Journal of Marketing 41(11):518-1544.International trade centre. 2015. “Correspondence table for product codes.” (http://www.trademap.org/stCorrespondingProductCodes.aspx).ITC Trade Map. 2015. “Bilateral trade between European Union and Taipei, Chinese (., Japan, Korea).” Retrieved July 20, 2015 (http://www.trademap.org/Bilateral_TS.aspx).ITC Trade Map. 2015. “Bilateral trade between Taipei, Chinese and European Union (EU 28).” Retrieved July 20, 2015 (http://www.trademap.org/Bilateral_TS.aspx).ITC Trade Map. n.d. “List of importing markets from European Union (EU 28) for a product exported by Taipei, Chinese.” Retrieved June 12, 2015 (http://www.trademap.org/Country_SelProductCountry_TS.aspx).ITC Trade Map. n.d. “List of supplying markets for a product imported by Taipei, Chinese.” Retrieved June 12, 2015 (http://www.trademap.org/Country_SelProductCountry_TS.aspx).Jacoby, Jacob, Jerry C. Olson, and Rafael A. Haddo. 1971. “Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality.” Journal of Applied Psychology 55(6):570-579.Jaffe, Eugene D. and Israel D. Nebenzahl. 1984. “Alternative Questionnaire Formats for Country Image Studies.” Journal of Marketing Research 21:463-71.Johansson, Johny K., Susan P. Douglas, and Ikujiro Nonaka. 1985. “Assessing the impact of country of origin on product evaluations: a new methodological perspective.” Journal of Marketing Research 388-396.Johansson, Johny K. and Israel D. Nebenzahl. 1986. “Multinational Production: Effect on Brand Value.” Journal of International Business Studies 101-26.Josiassen, Alexander, Bryan A. Lukas, and Gregory J. Whitwell. 2008. “Country-of-origin contingencies: Competing perspectives on product familiarity and product involvement.” International Marketing Review 25(4):423 - 440.Krystallis, Athanassios and George Chryssochoidis. 2006. “Does the Country- of - Origin (COO) of Food Products Influence Consumer Evaluations? An Empirical Examination of Ham and Cheese.” Journal of Food Products Marketing 15(3):283-303.Lee, Young Sun. 1986. “Changing export patterns in Korea, Taiwan and Japan.” Review of World Economics (Weltwirtschaftliches Archiv) 122(1):150-163.Lee, Dongdae and Gopala Ganesh. 1999. “Effects of partitioned country image in the context of brand image.” International Marketing Review 16(1):18 - 41.Lichtenstein, Donald R., Nancy M. Ridgway, and Richard G. Netemeyer. 1993. “Price Perceptions and Consumer Shopping Behavior: A Field Study Price.” Journal of Marketing Research 30:234-245.Lin, Chen-Yu, David Marshall, and John Dawson. 2009. “Consumer attitudes towards a European retailer`s private brand food products: an integrated model of Taiwanese consumers.” Journal of Marketing Management, pp. 875-891.MOEA Press Release. 2013. “MOEA Affirms the Signing of ANZTEC.” Retrieved July 20, 2015 (https://www.moea.gov.tw/TNE/main/news/News.aspx?kind=1&menu_id=40&news_id=32).Nagashima, Akira. 1970. “A Comparison of Japanese and U.S. Attitudes Toward Foreign Products.” Journal of Marketing 34:68-74.Nagashima, Akira. 1977. “A Comparative "Made in" Product Image Survey among Japanese Businessmen.” Journal of Marketing 41:95-100.Narayana, Chem L. 1981. “Aggregate Images of American and Japanese Products: Implications on International Marketing.” Columbia Journal of World Business 16:31-35.Nebenzahl, Israel D. and Jaffe D. Eugene. 1997. “Measuring the joint effect of brand and country image in consumer evaluation.” Journal of Marketing Practice: Applied Marketing Science 3(3):190 - 207.Papadopoulos, N., F. Graby, L. Heslop, F. Graby, and G. Avlonitis. 1987. Does country of origin matter? Some findings from a cross-cultural study of consumer views about foreign products - Report No. 87-104. Cambridge, MA: Marketing Science Institute.Roth, Martin S. and Jean B. Romeo. 1992. “Matching Product Category and Country Image Perceptions: a Framework for Managing Country-Of-Origin Effects.” Journal of International Business Studies 23(3):477-497.Scott, Emily, Amy Hsueh, Cleo Fu, and Katherine Lee. n.d. “Taiwan-New Zealand Free Trade Agreement Revels Taiwan`s Strong Trade.” United States Department of Agriculture - Global Agricultural Information Network. Retrieved July 21, 2015 (http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Taiwan-New%20Zealand%20Free%20Trade%20Agreement%20Revels%20Taiwan`s%20Strong%20Trade_Taipei_Taiwan_9-23-2013.pdf).Schaefer, Anja. 1997. “Consumer Knowledge and Country of Origin Effects.” European Journal of Marketing 31(1):56 - 72.Vein, Terpstra and Min C. Han. 1988. “Country-of-Origin Effects for Uni-National and Bi-National Products.” Journal of International Business Studies 19:235-55.Verlegh, Peeter W. J. and Jan-Benedict E. M. Steenkamp. 1999. “A review and meta-analysis of country-of-origin research.” Journal of Economic Psychology 20:521-546.Wall, Marjorie and Louise Heslop. 1986. “Consumer attitudes toward Canadian-made versus imported products.” Journal of the Academy of Marketing Science 14(2):27-36.Wang, Yun and Jeanne Heitmeyer. 2006. “Consumer attitude toward US versus domestic apparel in Taiwan.” International Journal of Consumer Studies 30(1):64–74.White, Phillip D. 1979. “Attitudes of U.S. Purchasing Managers toward Industrial Products Manufactured in Selected Western European Nations.” Journal Of International Business Studies 10:81-90. zh_TW
