The Influences of Matching Product Attributes and Country Image on Product Evaluation-Examplified by Online Game

• Main Authors: Wang Jiang Shu, 王江樞
• Other Authors: Chang Ching I
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/98575930807967185614

碩士 === 國立暨南國際大學 === 國際企業學系 === 96 === The country origin image’s influence on the product purchase choice has been always the very important subject. When the consumers have different consumption value, the consumers have differences to process the order and the way of product information. Therefore our research think, when one is a hedonic consumer, collects product information suffered from the origin country image to stimulate and then has the impulsive purchase behavior. The country origin image established on consumer is easy to become the direct basis of the appraisal product achievements. Otherwise, when one is a utilitarian consumer, then comparatively has the interest to act the project evaluation according to what thinking about the product attribute level’s structure. The country origin image is not a major effect purchase decision-making principal factor. Our research takes on-line games’ purchase behaviors as example, those games were produced by US, South Korea, and Taiwan. Through questionnaire survey weighs consumers’ preference on different country normal images, different origin country games, as well as when consumers have different consumption value how to choose different origin country on-line games. The country origin image can be separated into normal country image and normal product image by factor analysis, the two kind of country origin images positively affect the whole preference choices. on on-line game of participant. Our research establishes on-line game products’ attribute combination choices by Sawtooth Software Corporation’s choice-based conjoint analysis software (CBC Software), and then through Logit model weights overall preference structure of consumers who have different consumption value, the influence effect of country origin image, and the influence effect between country origin image and the product attribute level. Our research also confirmed when consumers predict the matching degree of country origin and the product attribute level is higher can effectively enhance the product purchasing will. Finally we divide the participant into hedonic group, utilitarian group, and indifferent group after the different consumption value, and then discuss hedonic group’s and utilitarian group’s purchase behavior under the country origin effect, discover hedonic group easier change purchase behavior than utilitarian group under the country origin image.