The Impact of Country of Design Image and Country of Manufacture Image on Consumer's Perceived Quality、Product Attitude and Purchase Intention.
| Autor: | Yi-Ting Ko, 柯宜廷 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 In the globalization era, enterprises segment the business processes, such as R&D, manufacturing, logistics, marketing, and service, based on local advantages to optimize overall profit. This also leads to the generation of hybrid products （products designed in one country and manufactured in another.）This study presents an extension work by decomposing the concept of Country-of-Origin（COO）image into two components: Country of Design（COD） image and Country of Manufacture（COM）image and test the influence of COD image and COM image on customer’s perceived quality, product attitude and purchase intention of hybrid products. Relationships between constructs（COD image, COM image, perceived quality, product attitude and purchase intention）are hypothesized and data are collected via convenience sampling survey on Taiwan market. Each of the 394 respondents evaluated different combinations（COD/COM image）for high involvement and symbolic meanings product（Volkswagen automobiles）. All hypotheses are tested using Structural Equation Modeling（SEM）analysis. The result of analysis experiment of this study indicates the following findings: 1.COD image and COM image have obvious influence on customer’s perceived quality and product attitude when automobiles are manufactured in different countries. 2.COD image and COM image via perceived quality and product attitude as intermediary exert significant effects on purchase intention when automobiles are manufactured in different countries. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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