The Moderating Effect of Consumer Innovativeness on the Relationship Between Country-of-Origin and Price Sensitivity.
| Autor: | Jen Li-Ping, 任立平 |
|---|---|
| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 This research is to regard industry of the cell-phone as the real example target, probe into the cognitive relation with susceptibility of consumer's price of country's image of source, and understand that the parameter, which innovates the persons who adopt, is interfered, the influence change direction in the relation between two parameters. With the internationalization of enterprises and trend that the industry divide the work, enterprises expand his undertaking to the international arena, and offer the demand that the products meet consumers of various countries with the service for stage with the world, it produces a lot of changes to bring to the product market, among them the most obvious one is increase which mixes the products, and then make the factor influencing susceptibility of consumer's price also expand thereupon, under this situation, consumer's cognition of national image of source will influence the susceptibility of prices, it will be one of the directions of this main research of research. In addition, in different consumers market area separate, the relation between the national image of source and price susceptibility, whether a relation of consistency exists, researched and analyzed very few in documents in the past, so, this research was except that relation between national image of source and price susceptibility will come in order to probe into the parameter of studying mainly, and regard it as the important interference parameter while studying to innovate the persons who adopt separately, in the hope of understanding that in districting on the market separates, when consumers innovate the specialty of adopting, whether the power that the source country interacts with relation of susceptibilities of the price, will interfere the influence of the parameter to the products, and then has changed the relation of one between two parameters and moved the direction, it is to worth analyzing the discussion with the real example materials further. The study used between group surveys, separate the country of origin image into country of brand image and the country of designing image and two price level. It used convenient sampling to collect 400 questionnaires from the students in Delin Institute of Technology and Chinkuo Technology University. There are 392 questionnaires were returned, of which 320questionnaires were valid. The response rate is 80%. The results show that country of brand image and country of designing image were significant related to consumers, price sensitivity, these hypotheses were supported by the empirical data. And the parameter which is innovated the persons who adopt is interfered; the relation between two parameters becomes and moves to the relation. Finally, in terms of the research results discuss the management implication and suggest directions of further research. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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