在我國加入WTO後，家電商品市場有擴大之趨勢，且以美、日、韓等三國來源國產品佔多數，其中韓國產品因WTO取消進口配額，大量進入我國，不僅由當地國製造生產，價格低，產品多樣化，品質上亦能與美、日兩國競爭。因此本研究對象僅鎖定於各家電銷售通路中，美、日、韓等三國家電產品為主，本研究目的是探討消費者對於不同來源國購買決策時，品牌意識與價格敏感度的影響。
本研究對消費者以發放問卷方式收集量化資料，研究樣本以大台北地區以隨機抽樣方式對至賣場消費之消費者於購物結束時進行調查。本研究總共發放330份問卷，有效回收問卷為275份，有效的回收率約為83.3%。本研究經實證分析後，得到(1)來源國形象對購買意願之關係呈現顯著影響，(2)品牌意識對購買意願關係與來源國形象之干擾效果成立，而(3)價格敏感度對來源國形象與購買意願關係之干擾效果較不顯著。反而在來源國形象象較好時，品牌意識愈高，則價格敏感度愈高，但來源國家形象較差時，則兩者沒有顯著影響效果。
Enlarged trend after Taiwan accession to the WTO, appliances commodity market, and the United States, and Japan, South Korea, etc. Three future source countries prod-ucts accounting for a majority of which Korean products due to WTO cancel import quotas, a large number to enter our country, not only by local country manufacturing production, priceslow product diversification, quality can also compete with the United States and Japan are two countries.
This study on consumer questionnaires to collect quantitative data, the study sam-ple to the greater Taipei area with a random sample of the survey to the the store con-sumer of consumers at the end of the shopping. In this study, a total of 330 question-naires were distributed, 275 valid questionnaires, the effective recovery rate is about 83.3%. The empirical analysis of the study, to obtain (1) source country image on pur-chase intention relationship presents significant impact (2) brand awareness to purchase wishes relationship with the source country image of the interference effect into imme-diately, while (3) price-sensitive level of source the moderating effect of country image and purchase intention relationship is less significant.
