The Effect of Corporations Images and Country of Origin on Consumer Trust.
| Autor: | Ming-kuei Li, 李明貴 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 Due to the trend of economy globalization, it causes blooming in international commerce, which allowing consumer to have more opportunities to be in contact with products of other countries of origin (COO), and easier for manufacturers to acquire raw materials of various COO. Hence, this study emphasizes on investigating the relationships among the images and consumer trust of corporations and COO in offering enhancement in aspects of corporate images, effective sales, manufacturing strategies, and competitive advantages. Research participants were Taiwanese consumers; 498 validated surveys were collected and evaluated with the utilization of SPSS 12.0. The result showed the correlation among consumer trust and corporate image is positively significant; trust would be higher when corporate image is more positive. Furthermore, while investigating COO images, the result showed that, while corporate image is positive, consumer trust would be higher when COO image is more positive. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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