The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention:The Moderating Effects of Product Involvement.
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...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2008
|
Online Access: | http://ndltd.ncl.edu.tw/handle/77020553643420813126 |
id |
ndltd-TW-096AU000457005 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-096AU0004570052015-11-30T04:02:52Z http://ndltd.ncl.edu.tw/handle/77020553643420813126 The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention:The Moderating Effects of Product Involvement. 來源國形象、廣告訴求方式及產品態度對購買意圖之影響-產品涉入的干擾效果 Yi-Yun, Shang 商懿勻 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. Long-Yi Lin, Ph. D 林隆儀 2008 學位論文 ; thesis 147 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
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.
|
author2 |
Long-Yi Lin, Ph. D |
author_facet |
Long-Yi Lin, Ph. D Yi-Yun, Shang 商懿勻 |
author |
Yi-Yun, Shang 商懿勻 |
spellingShingle |
Yi-Yun, Shang 商懿勻 The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention:The Moderating Effects of Product Involvement. |
author_sort |
Yi-Yun, Shang |
title |
The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention:The Moderating Effects of Product Involvement. |
title_short |
The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention:The Moderating Effects of Product Involvement. |
title_full |
The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention:The Moderating Effects of Product Involvement. |
title_fullStr |
The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention:The Moderating Effects of Product Involvement. |
title_full_unstemmed |
The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention:The Moderating Effects of Product Involvement. |
title_sort |
influence of the country-of-origin image, advertising appeal, product attitude on purchase intention:the moderating effects of product involvement. |
publishDate |
2008 |
url |
http://ndltd.ncl.edu.tw/handle/77020553643420813126 |
work_keys_str_mv |
AT yiyunshang theinfluenceofthecountryoforiginimageadvertisingappealproductattitudeonpurchaseintentionthemoderatingeffectsofproductinvolvement AT shāngyìyún theinfluenceofthecountryoforiginimageadvertisingappealproductattitudeonpurchaseintentionthemoderatingeffectsofproductinvolvement AT yiyunshang láiyuánguóxíngxiàngguǎnggàosùqiúfāngshìjíchǎnpǐntàidùduìgòumǎiyìtúzhīyǐngxiǎngchǎnpǐnshèrùdegànrǎoxiàoguǒ AT shāngyìyún láiyuánguóxíngxiàngguǎnggàosùqiúfāngshìjíchǎnpǐntàidùduìgòumǎiyìtúzhīyǐngxiǎngchǎnpǐnshèrùdegànrǎoxiàoguǒ AT yiyunshang influenceofthecountryoforiginimageadvertisingappealproductattitudeonpurchaseintentionthemoderatingeffectsofproductinvolvement AT shāngyìyún influenceofthecountryoforiginimageadvertisingappealproductattitudeonpurchaseintentionthemoderatingeffectsofproductinvolvement |
_version_ |
1718139482996211712 |