民以食為天，飲食是日常生活中重要的行為，但隨著全世界網路科技的快速發展，消費者能有更多國的商品可以選擇，亦可在網路上取得更完整的產品資訊。除了消費者本身所具備的產品知識外，品牌來源國亦是一個影響選擇的重要指標。本研究藉由產品的內在線索－產品知識與外在線索－消費國形象與品牌來源國，以不同來源國的食品類別為例，再次探討新興市場的品牌，是否會因產品知識及消費國形象而影響消費者對產品態度與購買意願，以克服負面品牌來源國形象的影響。
本研究針對一般消費者進行問券調查。在選擇受測產品時，以在台灣較受消費者喜愛的東南亞「印尼、泰國」食品為研究參考依據。研究結果顯示，消費國形象可以有效克服負面品牌來源國形象，而當消費者對產品知識程度越高時，連帶也會提升消費者的購買意願。但必須考慮一制性原則，當消費者獲得資訊是一致時，此指品牌來源國形象與消費國形象有同樣的正面知覺或同樣的負面知覺時，消費者會減少對產品態度的疑慮，而增加購買意願。
Food is an important act in daily life, but with the rapid development of Internet technology around the world, and consumers could get more countries goods to choose, besides they also to obtain more complete product information on the Internet. In addition to the consumer's own product knowledge, the brand source country is also an important indicator of the impact of choice. The study examines the impact of product knowledge (intrinsic clue) and consumer image and brand source country (extrinsic clue), choose different of the country's food category, explore the emerging market brands once again, whether the product knowledge and consumer image to affect the consumer attitude towards the product and purchase intention to overcome the negative image of the country of origin.
This study is conducted by general consumer survey, and selection Southeast Asia (Indonesia, Thailand) food for reference that is favorite products in Taiwan. The results show that country-of-origin image can overcome the negative image of the country of origin image, combination of two and three variables of product knowledge、country of consumption and country-of-origin image will have a significantly impact on consumer purchase intention. There is a moderate effect of product attitude on the impact of product knowledge、Country of consumption and country-of-origin image on consumer purchase intention.
