全球浪潮之下，許多企業將產品設置於生產成本低之國家，然而製造來源國為影響消費者對於品質的評價與感受之重要依據。製造來源國形象較低，將會給予消費者品質不佳的先入為主觀念。而在公司可控制之因素─產品保證與公司不可控制之因素─零售商名聲皆為影響消費者購買決策的外部線索下，對於製造來源國所產生的知覺品質會有不同的影響，有產品保證的產品通常被用來當作品質的保護傘，會讓消費者對來自不同國家的產品更能提升對品質的認知。

綜合以上敘述，不同的製造來源國會產生不同的知覺品質進而影響購買意願，然而加上產品保證與零售商名聲後，可改變消費者對產品品質的評價與感受，本研究目的在於讓企業選擇製造來源國後，探討是否產品保證或零售商名聲能讓消費者對產品品質認知的改變，進而影響購買意願的不同。

研究結果顯示1.製造來源國形象好，知覺品質高，購買意願也會越高，反之亦然。2.製造來源國與產品保證交互作用顯著,在製造來源國形象差時，產品保證提升知覺品質幅度較大。3. 零售商名聲在製造來源國與知覺品質之間不存在調節效果。4. 知覺品質在製造來源國與購買意願間存在中介效果，且為弱中介。

Due to globalization, companies tend to produce their products in areas where labor are not costly. However, areas where labor is not costly might not have good reputation (i.e. production quality), which might lead to consumer’s stereotype that these products are low quality. There are various factors that would influence how consumers perceive the quality of a product, for instance the image of the production country and product warranty. Even though there is little that a company can do about a country’s reputation, this study believe companies can still store its products reputation through what it can influence (i.e. length of warranty). Under conditions where consumers simultaneously receive positive information and negative information, this may affect his (her) perception upon the product, which would further affect the consumer’s purchase intention.

There are mainly four discoveries in this study: (1) When both the image of country of origin (manufacture) and consumer’s perception are high, the perceived quality will also be high. (2) Product warranty affects the image of country of origin (manufacture) especially when country image is relatively low. (3) The moderating effect between store reputation and country of origin (manufacture) is not proven related. (4) Perceived quality is a weak mediator between country of origin (manufacture) and purchase intention.

Over all, country of origin (manufacture) is a vital factor that affects consumer’s purchase decisions. Moreover, compared with store reputation, product warranty casts a bigger effect upon perceived quality in different level of country. Therefore, it is essential for companies to think twice before implementing a strategy because the manufacturing location they choose significantly affects the consumer’s perception.

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