| Summary: | 碩士 === 義守大學 === 應用日語學系 === 102 === The researches conducted in the past pointed out that the country of origin image was a key factor affecting the product evaluation. The country of origin image meant the overall evaluation of a country perceived by consumers. The overall evaluation could be divided into the image of country and overall impression of products manufactured by the country. Besides, the country of origin image would be different due to the effects of personal traits. For example, the consumers who had higher degree of cultural identity would prefer purchasing the products manufactured by the different cultures or foreign countries with which they identify. However, the consumers who were higher nationalism-inclined would have higher evaluation of domestic products while they would be less affected by the country of origin image in product evaluation. In addition, the researches also pointed out that the economic threats perceived by the consumers would trigger consumer ethnocentrism and the higher degree of a perceived economic threat was, the more effects of consumer ethnocentrism would be.
Therefore, with the Japanese brand UNIQLO as an example, this research explored if the threat of competition caused by a foreign brand product might trigger consumer ethnocentrism after entry into the markets in Taiwan, the correlations between country of origin image, cultural identity and consumer ethnocentrism and their effects on purchase intention. With the students of College of Language Arts and College of Management, I-Shou University as the subjects, the research adopted empirical research method in questionnaire surveys. The primary research results confirmed that the country of origin image did affect consumers’ purchase intention whereas the degree of cultural identity would also affect the country of origin image. The cultural identity had positive effects on the country of origin image whereas the inclination of consumer ethnocentrism would affect the country of origin image.
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