The Effects of Country Image of Origin on Consume Purchasing Willingness - Empirical Study on Fashion Clothing

• Main Authors: Yu-Wei Lee, 李煜偉
• Other Authors: Tsai-Mei Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/40646656369739812943

碩士 === 中國文化大學 === 國際企業管理研究所 === 97 === The study is focus on the impact of country of original and country of manufac-ture on consumers’ purchasing intention, would like to find what’s the relationship between country of original / country of manufacture and consumers’ purchasing in-tention and product involvement or product knowledge or ethnocentrism affects the relationship or not. By conducting a convenience sampling survey among consumers who lives in north of Taiwan, the study selected fashionable clothes target products and Taiwan and Japan as target of country of original and Taiwan and China as target of country of manufacture. The result shows image of country and consumers’ pur-chasing intention positive affectivity; product involvement,product knowledge and ethnocentrism affects the relationship.