台灣消費社會裡，常常可以看到許多使用日文標示的產品，這些產品有些為日本進口，但有些產品是台灣廠商所製造。不管是哪一種產品，廠商企圖傳達給消費者濃濃的日本味。隨著日文標示使用氾濫，新聞也報導出，有些台灣廠商刻意利用日文標示，讓消費者誤認產品來自於日本。因為日劇輸入台灣，台灣有些消費者特別喜歡日本文化。
故本研究欲探討，產品使用日文字標示對消費者在注意力以及產品評估的影響。並進一步探討，日文標示產品下，若製造地為台灣，又會如何影響消費者的產品評估？並加入日本文化認同為探討其對注意力及產品評估的干擾作用。
　　本研究採取兩個實驗，各以2X2實驗因子設計，共八組進行假設驗證。本研究的結果如下。
1.相對於以中文標示，產品以日文標示呈現時，產品享有較高的注意程度以及較正面的產品評估
2.高度日本文化認同者對於日文標示產品有高度注意程度以及正面產品評估，但日文標示產品對低度日本文化認同者影響不大。
3.相較為製造地為日本，當產品以日文標示呈現時，其產品製造地為台灣，會產生負向的產品評估。
4.相較於低度日本文化認同者，高度日本文化認同在日本標示產品來源國印象與台灣製造地訊息不一致下，對產品評估的負向影響較大。
5.相對於低日本文化認同者，高度日本文化認同者對日本標示台灣製造地產品下，所產生的產品評估較高。
6.相較於中文標示產品，消費者對日文標示台灣製造之產品所形成的產品評估較高。

In Taiwan, consumers are embraced in an environment full of Japanese labeling products. Some of those products are actually imported from Japan; some of them are manufactured by Taiwanese company. No matter which of them, marketers try to deliver Japanese style image to consumers. The increasing usage of Japanese labeling also brought some negative information. Newspaper revealed some Taiwanese company use Japanese labeling purposely, trying to confuse consumers’ perception of products’ country of origin. Also, some consumers love Japanese culture, owing to Japanese soap drama.
Hence, the primary purpose of this study is to investigate the impacts of Japanese labeling on consumers’ attention and product evaluation. Furthermore, authors try to investigate the effect of discongruency between Japanese labeling image and made in Taiwan on product evaluation. Also using Japanese culture identity as moderator.
Two2x2 factorial experiments were designed to test the hypotheses. The results of this study include the followings:
(1)Consumers will have higher attention and product evaluation on Japanese labeling product than Chinese labeling product.
(2)Consumers of high Japanese cultural identity have enhanced effect on attention and evaluation on Japanese labeling product. However, to consumers of low Japanese cultural identity, the difference between Japanese labeling product and Chinese labeling product is not obvious.
(3)Consumers will have negative evaluation on Japanese labeling product with made in Taiwan comparing to in Japanese.
(4)Consumers of high Japanese cultural identity have enhanced negative product evaluation effect on Japanese labeling made in Taiwan product. However, to consumers of low Japanese cultural identity, the difference between Japanese labeling product without made in information and Japanese labeling made in Taiwan product.
(5)Consumers of high Japanese cultural identity whose product evaluation on Japanese labeling made in Taiwan product are higher than low Japanese cultural identity.
(6)Consumers have higher product evaluation on Japanese labeling made in Taiwan product than Chinese labeling product.

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