台灣地區大學生對於不同製造來源國形象對知覺品質、購買意願影響之認知－以PMP產品爲例

Abstract

This research takes the university students as its subjects and discusses the impact on perceived quality and purchasing intention of manufacturing country-of-origin, its influence on purchasing intention, and the direct or indirect manufacturing country-of-origin image affecting the purchasing intention decision. Distribution of questionnaires in this study was according to the proportion of student numbers to four main school districts. Of the 765 distributed questionnaires, 461 were completed. Standard deviation, chi-square test and structural equation modeling were employed to test an hypothesis. Results show that, first, if the manufacturing country-of-origin was Taiwan, Japan, Korea or Singapore, a positive image of perceived quality was in evidence-but, not for Hong Kong. Second, the sample manufacturing countries-of-origin had no significant impact in purchase intention. Third, in those five countries identified, perceived quality had a positive affect on purchase intention. Fourth, if the manufacturing country-of-origin was Taiwan, Japan, Korea or Singapore, it had a positive affect upon purchase intention through perceived quality-but, not from Hong Kong. Suggestions derived from this study are as follows. First, the manufacturing country-of-origin have a positive perceived quality in order to affect purchase intention through perceived quality. Products perceived to have good qualities can improve the purchase intention. Second, all of the sample countries of manufacturing country-of-origin have different advantages. Besides maintaining the existing advantages, manufacturing countries-of-origin can strengthen their perceived areas of disadvantage. Third, the levels of influence for perceived quality on consumers are performance, reliability and user friendliness, in that order. Manufacturers can pay attention to these factors as they enhance the image of quality of their products.