The Impact of Country Image, Brand Image, and level of Involvement on Consumer Purchasing Intention ─ Take Taiwan Open-Shelf Type Cosmetics and Skin Care products as an Example

• Main Authors: Chen, Cheng-Kuang, 陳政光
• Other Authors: 邱光輝
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/63988814247556675672

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 95 === ABSTRACT In the trend of globalization, having a distinguish brand makes multi-national companies can possess an irreplaceable status in international market with drastic competition. Brand can make the product different from others and efficiently increase consumers’ consumption desire. Besides brand, the image of country of original is the other factor that influences consumers’ purchase desire. Image of country of origin helps to establish brand image. Meanwhile, the harmony of brand image and image of country of origin can double the influence effect of brand. Consumers have many established country impression, such as the exquisite techniques of Japan product. This impression will be the important evaluation standard as purchasing. Brand image is the additional value of a product. The brand can express the product’s attribute, quality and functional usage, at the same time; it also includes brand personality, the relationship between brand and consumer, the brand symbol and other benefits. In order to know more about consumer purchase behavior and the influence effect of consumption desire that is affected by image of country of origin and brand image, this study used convenience sampling to collect 330 questionnaires via internet to 18-38 years old female consumers. The major findings are listed as follow. (1) There is no salient conclusion that brand image will have great impact on consumer purchase intention. (2) The image of country of manufacture is significant to consumer purchasing intention. The country of manufacture has higher influence than country of original with open-shelf cosmetic and skin care products. (3) The degree of involvement plays a key influence of purchase intention. Enterprises should design different marketing strategy for consumer who has different involvement.