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論文中文名稱:The Influence of Brand and Country-of-Origin on Consumer’s Decision to Purchase Consumer Electronic Products- A Comparative Study [以論文名稱查詢館藏系統]
論文英文名稱:The Influence of Brand and Country-of-Origin on Consumer’s Decision to Purchase Consumer Electronic Products- A Comparative Study [以論文名稱查詢館藏系統]
院校名稱:臺北科技大學
學院名稱:管理學院
系所名稱:管理國際學生碩士專班 (IMBA)
畢業學年度:102
出版年度:103
中文姓名:貝德沛
英文姓名:Tobias Behning
研究生學號:101988004
學位類別:碩士
語文別:英文
口試日期:2014-06-17
論文頁數:116
指導教授中文名:林鳳儀
指導教授英文名:Feng-Yi Lin
口試委員中文名:耿慶瑞;閔辰華;梁德容
口試委員英文名:Ching-Jui Keng;Chen-Hua Min;De-Rong Liang
中文關鍵詞:BrandBRICSConsumer ElectronicsCountry-of-Origin effectDeveloped countriesFour Asian TigersPurchasing decisionRegression Analysis
英文關鍵詞:BrandBRICSConsumer ElectronicsCountry-of-Origin effectDeveloped countriesFour Asian TigersPurchasing decisionRegression Analysis
論文中文摘要:The influence of Country-of-origin on consumers’ perceptions and buying decisions is an extensively researched area. The goal of this study is to clarify the factors affecting the consumers’ purchasing decision of electronic consumer products. Furthermore this research aims to investigate the differences of these factors between developed countries, BRIC countries and the Four Asian Tigers with focus on the Country of origin and brand.
The research uses a questionnaire to collect data and the one-way ANOVA to analyze the data.
Significant differences in the importance of factors influencing the purchasing decision of consumer electronics have been found, which suggests that the influence of quality cues of consumer electronics differs based on the economic maturity of a country group’s market. Furthermore it was found that brand and country-of-origin have great influence on the purchasing decision when buying consumer electronics.
論文英文摘要:The influence of Country-of-origin on consumers’ perceptions and buying decisions is an extensively researched area. The goal of this study is to clarify the factors affecting the consumers’ purchasing decision of electronic consumer products. Furthermore this research aims to investigate the differences of these factors between developed countries, BRIC countries and the Four Asian Tigers with focus on the Country of origin and brand.
The research uses a questionnaire to collect data and the one-way ANOVA to analyze the data.
Significant differences in the importance of factors influencing the purchasing decision of consumer electronics have been found, which suggests that the influence of quality cues of consumer electronics differs based on the economic maturity of a country group’s market. Furthermore it was found that brand and country-of-origin have great influence on the purchasing decision when buying consumer electronics.
論文目次:ABSTRACT iv
TABLE OF CONTENTS v
LIST OF FIGURES x
LIST OF TABLES x
Chapter 1 Introduction 1
1.1 Research background 1
1.2 Research Motivation 3
1.3 Research objectives 5
1.4 Empirical Method 6
1.5 Significance of this study 6
1.6 Structure of the study 7
1.7 Research steps 8
Chapter 2 Literature Review 9
2.1. Factors influencing consumers’ purchasing decisions 9
2.2. Definition of the Country of origin 10
2.3. Country of origin and product evaluation 11
2.3.1. Cognitive aspects 13
2.3.2. Affective aspects 14
2.3.3. Normative aspects 14
2.4. The influence of brand on consumers’ purchasing decision 15
2.5. The interaction between brand and Country of origin 17
2.6. Country groups 18
2.6.1. Developed countries 19
2.6.2. BRIC countries 22
2.6.3. The Four Asian Tigers 24
2.7. Consumer Electronic Products 25
2.7.1. The Smart TV 26
2.7.2. The Smartphone 27
2.7.3. The Tablet 29
Chapter 3 Methodology 31
3.1. Study Design 31
3.1.1. Data Size and Selection 34
3.1.2. Data Collection and Measurement 34
3.2. Research Model 36
3.3. Hypotheses Development 39
Chapter 4 Data Analysis 41
4.1. The influence of Quality on the purchasing decision 42
4.1.1. The influence of quality on the purchasing decision to buy a Smart TV 42
4.1.2. The influence of quality on the purchasing decision to buy a Smartphone 44
4.1.3. The influence of quality on the purchasing decision to buy a Tablet PC 45
4.1.4. Summary of the cue quality 46
4.2. The influence of Country of origin on the purchasing decision 47
4.2.1. The influence of Country of origin on the purchasing decision to buy a Smart TV 47
4.2.2. The influence of Country of origin on the purchasing decision to buy a Smartphone 49
4.2.3. The influence of Country of origin on the purchasing decision to buy a Tablet PC 50
4.2.4. Summary of the cue Country of origin 51
4.3. The influence of Price on the purchasing decision 52
4.3.1. The influence of Price on the purchasing decision to buy a Smart TV 52
4.3.2. The influence of Price on the purchasing decision to buy a Smartphone 53
4.3.3. The influence of Price on the purchasing decision to buy a Tablet PC 54
4.3.4. Summary of the cue price 55
4.4. The influence of brand on the purchasing decision 56
4.4.1. The influence of Brand on the purchasing decision to buy a Smart TV 56
4.4.2. The influence of Brand on the purchasing decision to buy a Smartphone 53
4.4.3. The influence of Brand on the purchasing decision to buy a Tablet PC 59
4.4.4. Summary of the cue brand 60
4.5. The influence of Warranty on the purchasing decision 61
4.5.1. The influence of Warranty on the purchasing decision to buy a Smart TV 61
4.5.2. The influence of Warranty on the purchasing decision to buy a Smartphone 63
4.5.3. The influence of Warranty on the purchasing decision to buy a Tablet PC 64
4.5.4. Summary of the cue Warranty 65
4.6. The influence of Trendiness on the purchasing decision 66
4.6.1. The influence of Trendiness on the purchasing decision to buy a Smart TV 66
4.6.2. The influence of Trendiness on the purchasing decision to buy a Smartphone 68
4.6.3. The influence of Trendiness on the purchasing decision to buy a Tablet PC 69
4.6.4. Summary of the cue Trendiness 70
4.7. The influence of purchasing behavior of friends and family on the purchasing decision 71
4.7.1. The influence of purchasing behavior of friends and family on the purchasing decision to buy a Smart TV 72
4.7.2. The influence of purchasing behavior of friends and family on the purchasing decision to buy a Smartphone 73
4.7.3. The influence of purchasing behavior of friends and family on the purchasing decision to buy a Tablet PC 74
4.7.4. Summary of the cue purchasing behavior of friends and family 75
4.8. The influence of connectivity with other devices on the purchasing decision 76
4.8.1. The influence of connectivity with other devices on the purchasing decision to buy a Smart TV 77
4.8.2. The influence of connectivity with other devices on the purchasing decision to buy a Smartphone 78
4.8.3. The influence of connectivity with other devices on the purchasing decision to buy a Tablet PC 80
4.8.4. Summary of the cue Connectivity with other devices 81
4.9. The influence of the number of applications that can be downloaded on the purchasing decision 82
4.9.1. The influence of the number of applications that can be downloaded on the purchasing decision to buy a Smart TV 82
4.9.2. The influence of the number of applications that can be downloaded on the purchasing decision to buy a Smartphone 83
4.9.3. The influence of the number of applications that can be downloaded on the purchasing decision to buy a Tablet PC 85
4.9.4. Summary of the cue number of applications that can be downloaded 86
4.10. The influence of operating system on the purchasing decision 87
4.10.1. The influence of the operating system on the purchasing decision to buy a Smart TV 87
4.10.2. The influence of the operating system on the purchasing decision to buy a Smartphone 89
4.10.3. The influence of the operating system on the purchasing decision to buy a Tablet PC 90
4.10.4. Summary of the cue Operating system 91
4.11. Results 91
Chapter 5: Conclusions, Contributions and Suggestions 94
5.1. Conclusions 94
5.2. Contribution 95
5.3. Limitations and Suggestions 96
REFERENCES 98
ONLINE REFERENCES 103
APPENDIX 105
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