| 摘要: | 現今成熟競爭的消費市場中，當企業傾注心力產出、導入新產品或推出創新商品時，該如何觸及顧客消費者的情感要素、激起新產品購買意願。當新產品推出時，因消費者對於商品的瞭解程度不高，往往會基於過去的使用經驗而產生產品印象或品牌印象，且國際市場營銷領域中，來源國效應亦占有重要地位。因此，來源國效應與品牌知名度形成消費者購買意願的重要參考依據。
本研究主要藉由消費者與企業觀點，探討當新產品導入時，產品之來源國效應與品牌知名度之於消費者購買意願之間的關係，同時，加入政府公信力作為干擾要素，以探討消費者是否會因政府、產官各界的推荐與推波助瀾，增加對於產品的信任程度，進而提高購買意願。研究採行隨機抽樣之電子問卷調查法，受測對象為國內年滿18歲以上之消費者，總共回收364份，有效問卷為359份(回收率為98.63%)。運用SPSS進行統計分析，獲知來源國效應及其子構面-來源國形象與異文化認同，與品牌知名度及其子構面-品牌認知與品牌回想，對於新產品購買意願皆具為正向且顯著影響。但加入干擾變數-政府公信力所衍生之信任觀點，對於新產品購買意願則產生不顯著之影響。
期許本研究之結果，對於企業在導入新產品、擬定商業模式及是否借助政府產官合作等行銷策略上，能提供實務上之貢獻。
This study aims to analyze the positive correlation between consumers’ purchase intention for new product and the country of origin effect and brand awareness. In the analysis, the degree of trust derived from the recommendations of the industry, government and academia is also taken into consideration as interference. That is, with people’s trust towards the industry, government and academia, whether consumers can increase their trust in a new or innovative product and further have their purchase intension increased by the recommendations of the industry, government and academia.
Consumers’ special attitudes towards a particular country will affect their purchasing behavior; If the value of the country of origin effect can be used to make appropriate market segmentation and supporting strategies, it is believed that the company can maximize profits. The brand is one of the company’s important intangible assets. A strong brand can not only strengthen product positioning, but also differentiate itself from competitors (Aaker, 1991). The brand is also the most competitive hidden value of a company. For consumers, the brand is a kind of guarantee and a shortcut. Furthermore, a brand with a higher reputation implies that it has a deeper memory connection among consumers, and a higher proportion of consumers will tend to buy it. The study adopted the electronic questionnaire method of random sampling, and the subjects were domestic consumers over 18 years of age. A total of 364 questionnaires were recovered and 359 valid questionnaires (recovery rate of 98.63%). Using SPSS to conduct statistical analysis, it is found that the country of origin effect and its sub-faceted source country image and foreign cultural identity, as well as brand awareness and its sub-faceted brand recognition and brand recall have positive and significant influences on new product purchase intentions. But adding the interference variable-the view of trust derived from the government's credibility will have an insignificant impact on the willingness to purchase new products.
In the past researches on this topic, although there are many studies on the level of country of origin, brand, and consumer purchase intention, few scholars have conducted in-depth discussions on the purchase intention of new products.It is expected that the research results can provide practical contributions to companies when they introduce new products and business model marketing strategies and draft feasible solutions. |
