The Study of Proeduct Country Image Effect

• Main Authors: Yuan, Hua-wen, 袁華文
• Other Authors: Chih-Wen Huang
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/71598821112813263682

碩士 === 淡江大學 === 國際貿易學系 === 84 === Product country image effect has long been a primary research topic for international marketing researchers.Studies on this subject began in the 1960''s and it has been receiving increasing attention as international trade and enterprise internationalization become unstoppable trends.This paper focuses on product country image effect using cosmetics from France,U.S.A. and Japan as the chosen empirical products. Primary data needed for the study werecollected according to stratified random sampling method. Questionnaires weredistributed to each stratum proportionally. Statistical methods used in thisstudy are :frequency distribution ,analysis of variance, Scheffe test,principal component analysis,stepwise regression and linear structural relation(LISREL). Main findings of this thesis are:Hierarchy of biases is proven to exist in many aspects.2. nt cosmetics country image are quality and skill.3.The role that product country image plays conforms to the halo effect model.4.Education and personal income are the only two demographic variables that affect consumer''s evaluation of French cosmetic.