The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention：The Moderating Effects of Product Involvement.

• Main Authors: Yi-Yun, Shang, 商懿勻
• Other Authors: Long-Yi Lin, Ph. D
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/77020553643420813126

碩士 === 真理大學 === 管理科學研究所 === 96 === The main purpose of this study is to investigate the influence of Country-Of-Origin image, advertising appeal, product attitude on purchase intention, and the moderating effects of product involvement. Japan and Korea were selected as Countries-Of-Origins, and the digital camera industry was taken as a research object. The television commercials were used in the experimental design to measure respondents’ purchasing intention of products from different countries. The samples were chosen from consumers in the Taipei area. A total of 400 questionnaires were distributed, 360 effective questionnaires were collected, and the effective response rate was 90%. Regression analysis was used to test the hypotheses and the results were listed as follows: (1) The country-of-origin image has a significantly positive effect on product attitude. (2) The image of the country-of-origin has an even greater significant influence on product attitude than technology of the country-of-origin. (3) Emotional advertising appeal has greater significant influence on product attitude than rational appeal. (4) Product attitude has a significantly positive effect on purchase intentions. (5) Influence of product attitude on consumers’ purchase intention in low product involvement situations is greater than that in high product involvement situations. (6) Product attitude is the intervening variable between country-of-origin image and purchase intention.