消費者感受認知及產地國於消費行為之影響角色—以福特汽車於中國和台灣受試者為例

Abstract

本研究主要探討中國和台灣消費者面對不同產品來源國的福特汽車時，對於福特汽車是否會有不同的認知，特別是針對其產品品質、價格實惠性、產品可靠性上。此外，本研究亦比較中國和台灣因為對於產品來源國的不同情感態度是否會影響消費者對產品品質、價格實惠性、產品可靠性的判斷。如中國對日本的仇恨情節及台灣與日本的友好關係等。 此外，隨著全球化的發展，產品來源國已可被分解為設計來源國(COD)與製造組裝來源國(COM)，而過去研究指出製造來源國與設計來源國的一致性亦會對消費者的產品認知造成影響，而本研究更進一步探討消費者對於產品來源國的情感態度是否會調節製造與設計來源國的一致性的效果。 本研究首先進行問卷調查探討台灣與中國消費者對於不同生產來源國的喜好度差異，而後針對研究假設進行小樣本的前測確認實驗素材的正確性，最後進行大樣本的正式實驗。

The main purpose of this research is to test the different consumer perceptions of Ford when evaluating products’ different COOs (the US and Japan) particularly focusing on dimensions of automobile quality, affordability and reliability. In addition, this study will compare the results in two different host markets, China and Taiwan, one with high animosity toward Japan (China) and one with no animosity toward Japan (Taiwan). Also, with the development of globalization, COO can be divided into two unique categories, COD (Country of design) and COM (Country of manufacturing). Based on previous studies, the COD and COM consistency will influence the product perceptions of consumers. This study goes further, analyzing the effects of animosity and no animosity in two scenarios, when the COD and COM are consistent, and when the COD and COM are different. This thesis first distributes a questionnaire to investigate the COO perceptions and preferences of consumers from Taiwan and China. Then, based on this investigation, hypotheses are developed and a pretest is conducted to ensure the validity of the survey used in the experiment. The experiment is then conducted and analyzed to find the results of different perceptions in each of the respective host markets.