| Summary: | 碩士 === 國立臺灣大學 === 國際貿易學系 === 82 === The main purpose of this study is to explore consumers'''' evalu-
ations on hybrid products, providing dimensions for the country
of origin construct by taking into account two specific aspects
of country of origin -country of design and country of manufac-
ture.Additionly, using multiple cues model scrutinizes country
of origin effect by manipulating price variable. Experimental
design is used in this study, selecting German, America, and
Taiwan as country of design; German and Taiwan as country of
manufacture. The product selected for this study is car. After
analyzing, the key conclusions include: 1. Country of
manufacture has main effect on consumers'''' evaluations of
product. In contrast, country of design has only main effect on
two attribute perceptions and purchase intention. 2. Country of
design interacts significantly with country of manufacture on
several attribute perceptions and attitude. 3. Traditional
price-quality relationship appears to be country specific. 4.
Country of manufacture interacts significantly with price in
influencing purchase intention. However, interaction effect is
not significant in influencing belief and attitude. 5.
Interaction effect on price level is significant between
country of design, country of manufacture,and price.
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