| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系 === 97 === The MP3 player is dominating in audio player’s market of nowadays due to the digital technology is growing fast. Because of the MP3 player’s technology is growing maturely, many famous companies shift their production line to the country of low labor cost in order to cost down. But in these low labor cost country, most country have low original country image, and therefore consumer reduce their buying intention. Most of the researches about country of origin image do not analysis the modulate effect of price consciousness, and so this study analysis the influence of origin country effect and price consciousness on purchase intention. 315 portions of valid questionnaires and the valid retrieve rate of 77.58 % in this study. There are three main conclusions were gained from this study：(1) The country of brand image better, the buying intention of consumer is higher; (2) The country of manufacture image modulates the relation between the country of brand image and buying intention; (3) The price consciousness do not modulates the relation between the country of origin image and buying intention.
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