拜科技進步、全球化浪潮之賜，國際貿易蓬勃發展，消費者在日常生活中接觸到混血產品已相當普遍。本研究欲瞭解品牌來源國與製造來源國對消費者知覺品質與購買意願上的影響關係，主要的研究問題及目的在於探討品牌來源國與製造來源國何者對於消費者影響較大，並加以探討在不同的產品涉入程度下，品牌來源國效果與製造來源國效果的影響程度是否受到干擾而產生變化。

在研究方法上是運用實驗設計之方式，其中品牌來源國以日本、台灣為高低兩水準之檢測對象；製造來源國以日本、台灣、大陸為高中低三水準之檢測對象，並以手機與餅乾分別代表高低涉入程度之受測產品，對大學生進行問卷調查，並透過變異數分析等資料統計分析工具驗證所提出之理論。

經由分析實驗所得結果，本研究獲得以下結論：
1. 品牌來源國效果與製造來源國效果對消費者的知覺品質與購買意願的皆有顯著性的影響。且研究顯示了消費者受製造來源國形象的影響大於品牌來源國形象。
2. 在不同產品涉入程度下，品牌來源國形象對消費者知覺品質與購買意願的影響上並不顯著。
3. 無論產品涉入程度高或低，製造來源國訊息對消費者在知覺品質與購買意願上皆具有顯著的影響性，且不見得因涉入程度的提昇而使製造來源國減弱，反而有可能會因涉入程度的提高而更在意產品的製造來源國訊息。

With the technology advances and the increasing globalization, international commerce is rapidly developing, consumers are generally easier to contact hybrid products. This study would like to find the relationship of country of origin and country of manufacture to consumers’ perceived quality and purchase intention. The main object is to discuss which country of origin and country of manufacture has more impact to consumers. Furthermore, with different product involvement, we discuss that the impact of country of origin and country of manufacture may be moderated to be different or not.

In this study, we used a 2×3×2 multi-factors experiment design, which is conducted a convenience sampling survey among consumers who live in Taiwan. The study selects Japan and Taiwan as high and low class of target of country of origin; Japan, Taiwan and China as high, mid, and low class of target of country of manufacture, and mobile phone and cookies as high and low involvement of target. The study was conducted with questionnaires to college students, and used ANOVA as analysis statistics method to verify the theories mentioned.

By results of analysis experiment, the findings of this study are as follows：

1. The effect of country of origin and country of manufacture have obvious influence on consumers’ perceived quality and purchase intention. This study shows that country of manufacture has more impact than country of origin to consumers.
2. With different product involvement, country of origin has not obvious influence on consumers’ perceived quality and purchase intention.
3. No matter high or low product involvement, country of manufacture has obvious influence on consumers’ perceived quality and purchase intention, not weaken country of manufacture by increasing product involvement, but probably enhance country of manufacture by increasing product involvement.

一、 中文文獻
1.李奇勳（2001），「價格、保證及來源國形象對產品評價與購買意願的影響」，國立成功大學企業管理研究所博士論文。
2.周文賢（2002），多變量統計分析：SAS/STAT使用方法，初版，台北：智勝。
3.張秀惠（1989），「產品屬性、個人特徵與來源國形象之研究─以家電產品為例」，國立台灣大學商學研究所碩士論文。
4.曾瑞媛（2001），「品牌來源國及品牌權益影響消費者購買產品及服務意願之研究」，真理大學管理科學研究所碩士論文。
5.黃鈺文（1991），「不同品牌來源國與製造地對消費者產品信念與態度之影響」，國立政治大學國際貿易研究所碩士論文。
6.游純瑜（2002），「混合產品來源國資訊組合效果之研究-產品種類之干擾影響」，元智大學管理研究所碩士論文。
7.謝萬隆（1994），「生產地與品牌來源國對消費行為影響之研究」，國立台灣大學商學研究所碩士論文。
8.陳俊郎（2000），「國家形象效果對產品評估與購買決策之影響」，銘傳大學企業管理研究所碩士論文。
9.曹為實（1986），「國外買主對我國產品品質評價與購買意願之研究－以十二項產品為例」，國立台灣大學商學研究所碩士論文。
10.陳順宇（2005），多變量分析，第4版，台北：華泰。
11.張國雄（2003），國際行銷學：本土化觀點與全球性思維，初版，台北：前程企管。
12.蔡瑞宇（1996），顧客行為學，第1版，台北：天一。
13.謝文雀編譯（2001），消費者行為，第2版，台北：華泰，譯自Roger D. Blackwell, Paul W. Miniard, James F. Engel。
14.楊國樞、文崇一、吳聰賢、李亦園(1997)，社會及行為科學研究法，台北：東華。
15.張重昭、周宇貞（1999），「知覺品質與參考價格對消費者知覺價值與購買意願之影響」，企業管理學報，1999年9月，第45 期，pp. 1-36。
二、英文文獻
1.Aaker, D. A. (1996), Building Strong Brand, New York, N. Y.: The Free Press.
2.Agarwal, S. and S. Sikri (1996), “Country Image: Consumer Evaluation of Product Category Extension”, International Marketing Review, Vol. 13, No. 4, pp. 23-29.
3.Ahmed, S. A. and A. d’Astous (1995), “Comparison of Country of Origin Effect on House and Organizational Buyers’ Product Perceptions”, European Journal of Marketing, Vol. 29, No. 3, pp. 35-51.
4.Ahmed, S. A. and A. d’ Astous (1996), “Country-of-Origin and Brand Effects: A Multi-Dimensional and Multi-Attribute Study”, Journal of International Consumer Marketing, Vol. 9, No. 2, pp. 93-115.
5.Ahmed, Z. U., J. P. Johnson, and L. C. Boon (2004), “Does Country of Origin Matter for Low-Involvement Products?”, International Marketing Review, Vol. 21, No.1, pp. 102-120.
6.Batra, R. and M. Ray (1985), “Affective Response Mediating Acception of Advertising”, Journal of Consumer Research, Vol. 3, pp. 234-249.
7.Bilkey, W. J. and E. Nes (1982), “Country-of-Origin Effects on Products Evaluations”, Journal of International Business Studies, Vol. 13, No. 1, pp. 89-99.
8.Block, P. H. and M. L. Richins (1983), “A Theoretical Model for the Study of Product Importance Perception”, Journal of Marketing, Vol. 47, pp. 69-81.
9.Brucks, M.and V. A. Zeithaml (1991), “Price and Brand Name as Indicators of Quality Dimensions”, Working Paper of Marketing Science Institute, pp. 91-130.
10.Chao, P. (1993), “Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product”, Journal of International Business Studies, Vol.24, No. 2, pp. 291-306.
11.Dodds, B. W., K. B. Monroe and D. Grewal (1991), “Effect of Price, Brands and Store Information on Buyers’ Product Evaluation”, Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319.
12.Engel, J. F., R. D. Blackwell and P. W. Miniard (2001), Consumer Behavior, 11th ed., Forth Worth: The Dryden Press.
13.Erickson, G. M., J. K. Johansson, and P. Chao (1984), “Image Variables in Multi-Attribute Product Evaluation: Country of Origin Effects”, Journal of Consumer Research, Vol. 11, No. 2, pp. 694-699.
14.Etzel, M. J. and B. J. Walker ( 1974), “Advertising Strategy for Foreign Products”, Journal of Advertising Research, Vol. 14, No. 3, pp. 111-116.
15.Garvin, D. A. (1983), “Quality on the Line”, Harvard Business Review, Vol. 61, pp. 65-73.
16.Goldsmith, R. E. and J. Emmert (1991), “Measuring Product Category Involvement: A Multitrait-Multimethod Study”, Journal of Business Research, Vol. 23, No. 4, pp. 363-371.
17.Grewal, D., K. B. Monroe, and R. Krishnan (1998), “The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions”, Journal of Marketing, Vol. 62, No. 2, pp. 46-59.
18.Han, C. M. (1989), “Country Image: Halo or Summary Construct?”, Journal of Marketing Research, Vol. 26, No. 2, pp. 222-229.
19.Han, C. M. (1990), “Testing the Role of Country Image in Consumer Choice Behavior”, European Journal of Marketing, Vol.24, No. 6, pp. 24-40.
20.Han, C. M. and V. Terpstra (1988), “Country-of-Origin Effects for Uni-National and Bi-National Products”, Journal of International Business Studies, Vol. 19, No. 2, pp. 235-255.
21.Holbrook, M. B. and K. P. Corfman (1983), “Quality and Other Types of Value in the Consumption Experience: Paedrus Rides Again”, Working Paper, N.Y.: Columbia University.
22.Holbrook, M. B. and K. P. Corfman (1985), “Quality and Value in the Consumption Experience: Phaedrus Rides Again”, in Perceived Quality, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington Books, pp. 31-57.
23.Iyer, G. R. and J. K. Kalita (1997), “The Impact of Country-of-Origin and Country-of-Manufacture Clues on Consumer Perceptions of Quality and Value”, Journal of Global Marketing, Vol. 11, No. 6, pp. 7-28.
24.Jacoby, J., J. C. Olsen and R. A. Haddock (1971), “Price, Brand Name and Product Composition Characteristic as Determinants of Perceived Quality”, Journal of Applied Psychology, Vol. 56, No. 6, pp. 570-579.
25.Johansson, J. K., S. P. Douglas and I. Noanka (1985), “Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perceptive”, Journal of Marketing Research, Vol. 22, No. 4, pp. 388-396.
26.Johansson, J. K. and I. D. Nebenzahl (1986), “Multination Production: Effect on Brand Value”, Journal of International Business Studies, Vol. 17, No. 3, pp.101-126.
27.Klein, J.G., R. Ettenson and M. D. Morris (1998), “The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China”, Journal of Marketing, Vol. 62, No. 1, pp. 89-100.
28.Khanna, S. R. (1986), “Asian Companies and the Country Stereotype Paradox: An Empirical Study”, Columbia Journal of World Business, Vol. 21, No. 2, pp. 29-38.
29.Korgaonkar, P. K. and P. G. Moschis (1982), “An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgment of Product Performance”, Journal of Advertising, Vol. 11, No. 3, pp. 32-44.
30.Kotler, P., S. H. Ang, S. M. Leong and C. T. Tan (1999), Marketing Managemnet: An Asian Perspective, 2nd ed. Prentice Hall.
31.Krugman, H. E. (1965), “The Impact of Television Advertising: Learning without Involvement”, Public Opinion Quarterly, Vol. 29, pp. 349-356.
32.Lanz, G. and S. Loeb (1996), “Country-of-Origin and Ethnocentrism: An Analysis of Canadian and American Preferences Using Social Identity Theory”, Advances in Consumer Research, Vol. 23, No. 1, pp. 684-689.
33.Laroche, M., C. Kim and L. Zhou (1996), “Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context”, Journal of Business Research, Vol. 37, No. 2, pp. 115-120.
34.Laurent, G. and J. N. Kapfere (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, Vol. 22, No. 1, pp. 41-53.
35.Lutz, R. (1986), “Quality is as Quality Does: An Attitudinal Perspective on Consumer Quality Judgments”, presentation to the Marketing Science Institite Trustees’ Meeting, Cambridge, MA.
36.Martin, I. M. and S. Eroglu (1993), “Measuring a Multi-Dimensional Construct: Country Image”, Journal of Business Research, Vol. 28, No. 2, pp. 191-210.
37.Mitchell, A. A. (1981), “Dimensions of Advertising Involvement”, eds K. B. Monroe, Advances in Consumer Research, Ann Arbor, MI: University Microfilms, Vol. 8.
38.Monroe, K. B. and R. Krishnan (1985), “The Effect of Price on Subjective Product Evaluation”, In Perceived Quality: How Consumers View Stores and Merchandise, eds. J. Jacoby and J. C. Olson Lexington, MA: Lexington Books, pp. 209-232.
39.Nagashima, A. (1970), “A Comparison of Japanese and U.S. Attitudes toward Foreign Products”, Journal of Marketing, Vol. 34, No. 1, pp. 68-74.
40.Narayana, C. L. (1981), “Aggregate Images of American and Japanese Products: Implications on International Marketing”, Columbia Journal of World Business, Vol. 16, No. 2, pp. 31-35.
41.Olson, J. C. and J. Jacoby (1972), “Cue Utilization in the Quality Perception Process”, in Proceeding of the Third Annual Conference of the Association For Consumer Research, eds. M. Venkatesan, Iowa City: Association for Consumer Research, pp. 167-179.
42.Olson, J. C. (1977), “Price as an Informational Cue: Effects in Product Evaluation”, in Consumer and Industrial Buying Behavior, eds. A. G. Woodside, J. N. Sheth and P. D. Bennet, N.Y.: North Holland, pp. 267-286.
43.Olson, J. C. and T. J. Reynolds (1983), “Understanding Consumers’ Cognitive Structures: Implications for Advertising Strategy”, Advertising and Consumer Psychology, eds. L. Percy and A. Woodside Lexington, MA: Lexington Books.
44.Olshavsky, R. W. (1985), “Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective”, in Perceived Quality, eds. J. Jacoby and J. C. Olson Lexington, MA: Lexington Books, pp. 3-29.
45.Rao, A. R. and K. B. Monroe (1988), “The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations”, Journal of Consumer Research, Vol. 15, No. 2, pp. 253-264.
46.Roth, M. S. and J. B. Romeo (1992), “Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects”, Journal of International Business Studies, Vol. 23, No. 3, pp. 477-497.
47.Rothschild, M. L. (1984), “Perspectives on Involvement: Current Problems and Future Directions”, Advances in Consumer Research, Vol. 11, pp. 216-217.
48.Samiee, S. (1994), “Consumer Evaluation of Products in a Global Market”, Journal of International Business Studies, Vol. 25, No. 3, pp. 579-604.
49.Schiffman, L. G. and L. L. Kanuk (2000), Consumer Behavior, 7th ed., N.J.: Prentice-Hall.
50.Schooler, R. D. (1965), “Product Bias in the Central American Common Market”, Journal of Marketing Research, Vol. 2, pp. 394-397.
51.Schooler, R. D. (1971), “Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S.”, Journal of International Business Studies, Vol. 2, pp. 71-80.
52.Sherif, M. and H. Cantril (1947), The Psychology of Ego-Involvement, N.Y.: John Wiley and Sons.
53.Shimp, T. A. and S. Sharma (1987), “Consumer Ethnocentrism: Construction and Validation of the CETSCALE”, Journal of Marketing Research, Vol. 24, No. 3, pp. 280-289.
54.Steenkamp, Jan-Benedict E. M. (1990), “Conceptual Model of the Quality Perception Process”, Journal of Business Research, Vol. 21, No. 4, pp. 309-333.
55.Swinyard, W. R. (1993), “The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions”, Journal of Consumer Research, Vol. 20, No. 3, pp. 271-280.
56.Teas, R. K. and S. Agarwal (2000), “The Effect of Extricsic Product Cues on Consumers’ Perception of Quality, Sacrifice, and Value”, Journal of the Academy of Marketing Sciences, Vol. 28, No. 2, pp. 278-290.
57.Traylor, M. B. (1981), “Product Involvement and Brand Commitment”, Journal of Advertising Research, Vol. 21, No. 6, pp. 51-56.
58.Verlegh, P. W. J. and Jan-Benedict E. M. Steenkamp (1999), “A Review and Meta-Analysis of Country-of-Origin Research”, Journal of Economic Psychology, Vol. 20, No. 5, pp. 521-546.
59.Wall, M., J. Liefeld and L. A. Heslop (1991), “Impact of Country-of-Origin Cues on Consumer Judgments in Multi-Cue Situations: a Covariance Analysis”, Journal of the Academy of Marketing Sciences, Vol. 19, No. 2, pp. 105-113.
60.Wright, P. L. (1973), “The Cognitive Processes Mediating Acceptance of Advertising”, Journal of Marketing Research, Vol. 10, pp. 53-62.
61.Zaichkowsky, J. L. (1985), “Measuring the Involvement Construct”, Journal of Consumer Research, Vol. 12, No. 3, pp. 341-352.
62.Zaichkowsky , J. L.(1986), “Conceptualizing Involvement”, Journal of Advertising, Vol. 15, No. 2, pp. 4-14.
63.Zaichkowsky, J. L. (1994), “The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising”, Journal of Advertising, Vol. 23, No. 4, pp. 59-70.
64.Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol. 52, No. 3, pp. 2-22.
65.Ziethaml, V. A. and A. Kirmani (1993), “Advertising, Perceived Quality, and Brand Image”, eds. D. A. Aaker and A. L. Biel, Brand Equity and Advertising: Advertising’s Role in Building Strong Brand, Iowa City: Lawrence Erlbaum Associates, pp. 143-161.