| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 91 === In recent years, the production and marketing have changed due to enterprise internationalization. One obvious phenomenon is the increase of“hybrid productions”, which means country-of-brand and country-of- assembly are different. Here we would like to discuss on country-of-brand, country-of- assembly and country-of-design for country-of-origin. When consumers buy something, they would judge the product according to the country-of-origin if the information of it is not enough. This is called “country-of-origin effects.” Therefore, this study is to investigate the influence of country-of-origin effects on consumer’s perceived quality.
Besides, it is a good news for the consumers that many brands of cars all over the world come into Taiwan with the decrease and release of global trade tax, and more active car market after Taiwan joins WTO. However, according to survey, the sale of Korean cars in Taiwan is bad and the consumers have negative monotonous impression. Hence, we want to discuss if different country-of-origin effects affect consumer’s perceived quality by the sale of Korean cars in Taiwan. After correlation analysis and Lisrel model, we make conclusions below：
1.High cognition on country-of-brand has significant impact on consumer’s perceived quality than low cognition on country-of-brand.
2.The level of country technology of manufacture does not have significant influence on consumer’s perceived quality.
3.High cognition on R&D and design level of car country-of-design has significant impact on consumer’s perceived quality.
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