來源國契合度與品牌形象對知覺品質、產品態度與購買意圖之影響－以德國Volkswagen汽車為例

Abstract

Country of origin is an important extrinsic cue when consumers choose products. However, with the development of globalization, it could be divided into country of design and country of manufacture/assembly. On the other hand, there are stereotypes of countries in consumers' memory. They associate the products with the country of design or country of manufacture/assembly. The associations activated by countries and products are so called fit. But the importance of country of origin could be substituted by other features of products, i.e. brand image, because of the development of globalization? Therefore, fit between country of design and products, fit between country of manufacture/assembly and products, brand image, perceived quality, attitude toward products and purchase intention is discussed in this thesis. Use Volkswagen as an example. There are two scenarios in this research: countries of design are both Germany and countries of manufacture/assembly are China and Taiwan separately. Findings are as follow: 1. When country of manufacture/assembly is Taiwan, the impact of brand image on purchase intention is more powerful than the fits on purchase intention. But there is no significant effect between perceived quality and purchase intention. 2. When country of manufacture/assembly is China, among three antecedences, only fit between country of manufacture/assembly and products could affect purchase intention indirectly.