The Effect of Country-of-Origin Image and Ethnocentrism on Perceived Risk-Using for Consumer Purchase Intention Reviewed

• Main Authors: Hsiu-Feng Chang, 張秀峰
• Other Authors: Feng-Chao Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/46707544050804358937

碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === In the trend to integrate with globalization and global economics, the prosperous global trade lets the consumers have many opportunities to contact multi country and hybrid commodities. Therefore, we need and have to understand the effect of country-of-origin image for consumer purchase intention. How to face the impact of import commodities to local industries, countryl people how to face this phenomenon. To the past research has found that almost all of consumers favorite to their own country products, this is called the consumer’s ethnocentrism, so under this ethnocentrism, this study will research the effect of country-of-origin image on perceived risk-using for consumer purchase intention. This sampling of research was adopted by convenience method, generally of consumers were our objects, 300 sheet of questionnaires have benn offered, 267 sheet of questionnaires have been recalled, the recalled percentage of the rate is 89％, 244 sheet of the effective questionnaires , the effective questionnaires percentage of the rate is 81.3％, This research is done by the system analysis tool of SPSS, the results of research as follows: 1. Whether the country-of-origin image on perceived risk-using, or the perceived risk-using for consumer purchase intention, the significant negative impact was partially substantiated. Consumer is more focus the country-of-origin products’ qualities to impact the healthy of human body. The risk-using of products will be determined the consumer purchase intention. 2. The country-of-origin image for consumer purchase intention, the significant positively impact is substantiated, the image of country-of-origin will be determined the consumer to purchase the foreign products intention. 3. The perceived risk-using to the country-of-origin image and purchase intention have a part of the mediating effects. That will be influenced by the country-of-origin image and on perceived risk-using for consumer purchase intention. 4. The ethnocentrism to the country-of-origin image and perceived risk-using has a significant interference effects. When the ethnocentrism is raised, the consumer will be interfered by the ethnocentrism to the country-of-origin products on perceived risk-using.