品牌形象（温暖性或能力）的感知可能对购买意向（PI）产生影响。此原产，国（COO）和自我构建（SC）可能作为调节因素，改变消费者对品牌感知对购买意向的影响。品牌感知在产品推出时非常重要。因此，了解品牌特征对购买意向的影响至关重要。因此，本文旨在研究品牌感知（温暖性 vs 能力）对购买意向的影响，以及COO和SC如何影响品牌感知与购买意向之间的关联。在线调查被用于收集数据，并在Facebook和Instagram上发布我从越南和台湾招募了193名参与者。结果显示，在自我构建调节下，温暖品牌和能力品牌的购买意向之间没有显著差异。而经济发展的原产国调节作用也被证明是不显著的。
关键词：品牌形象（品牌感知）、原产国、自我构建、购买意向

The perception of a brand (warmth or competence) may have an impact to purchase intention (PI). Furthermore, Country of Origin (COO) and Self-construal (SC) may act as moderators changing the influence of consumers’ perception of a brand on PI. Brand perception is very important in launching products. Therefore, it is crucial to understand the effect of the characteristic of a brand on purchase intention. Hence, this article aims to investigate the impact of brand perception (warmth vs competence) on purchase intention, as well as how COO and SC influence the link between brand perception and purchase intention. The online surveys were used to collect the data, and it was distributed on Facebook and Instagram. I recruited 193 participants from Vietnam and Taiwan. The results showed that there was an insignificant difference in purchase intention between the condition of the warm brand and the condition of the competent brand moderating by the self-construal. And the moderating role of Country-of-Origin of economic development was found to be insignificant either.

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