在全球化趨勢下，多國籍企業利用國際分工達到整體利益極大化的目標，產品來源國也成為產品設計、生產、組裝等具有多個不同來源國的情形。因此，研究來源國印象中的品牌來源國、製造來源國以及其對消費者購買決策之影響，在商品全球化的今日顯得異常重要。
本研究主要探討在消費者產品認知之過程中，來源國效果如何影響消費者購買產品之決策行為，研究目的如以下三點：
一、品牌來源國形象對消費者產品認知之影響。
二、製造來源國形象對消費者產品認知之影響
三、品牌來源國與製造來源國之搭配與消費者產品認知之關係。
本研究以汽車為例，針對台灣之消費者做抽樣調查，並以層級回歸作為本文之主要研究方法，獲致以下之結論：
一、產品之品牌來源國形象高低，會顯著影響消費者產品認知，亦即對消費者購買決策有顯著的影響。
二、製造來源國形象越佳，購買的可能性也越高；反之，製造來源國形象越差，購買的可能性也越低。
三、品牌來源國形象越高、搭配高形象製造來源國會顯著增加消費者之購買意願。
With the trend of globalization, multinational companies are trying to maximize their profits by designing, producing, and assembling the products in different countries. Therefore, country-of-origin effects can be divided into several components: brand of origin, OEM and ODM production mode. In this thesis, we mainly focus on the brand of origin effect on consumers purchasing decision and in turn of product diffusion. In addition, we also incorporate some related factors such as consumers’ personality, value of life, using experience of the products, and brand vitality and famous into the analysis of product diffusion.
In our research, what impact will influence the recognition process of consumer when the country-of-origin effect impress on their cognition.
Here are our objectives of this research:
1. Analysis the impact of consumer’s recognition from image of brands’ country-of-origin.
2. Analysis the impact of consumer’s recognition from image of manufactures’ country-of-origin.
3. Analysis the relationship between consumer’s recognition and the collocation between manufactures’ and brands’ country-of-origin.
This research set target as the car manufacture, sampling as consumer in Taiwan, regression is our analysis tool, comes out the following conclusion.
1. Image of brands’ country-of-origin wills influent recognition of consumer observably.
2. The better image of the manufacture country, the higher purchase possibility.
3. Collocate the better brands’ country-of-origin with the well-famous manufactures’ country-of-origin will enhance the consuming will from consumer.
