本研究以消費者國族感與炫耀性消費為干擾變數來探討其對購買行為之影響，並利用複迴歸分析方法來探討消費者國族感與炫耀性消費對國內外產品的知覺品質、知覺價值與購買意願之間關係的影響。研究結果發現：(1)台灣的消費者對國外知名品牌產品之評價優於國內品牌產品。(2)知覺品質與知覺價值會影響消費者的購買意願。(3)炫耀性消費中，社會地位的象徵會增強國外產品知覺品質與知覺價值對購買意願之間關係的影響。(4)國族感中，保守的社會經濟主義會減弱國外產品知覺品質與知覺價值對購買意願之間關係的影響。 We are living in a time of internationalization nowadays, which is rife with different matters that come from different nations. Nevertheless, there are lots of brand products in the market which all come from different countries. Above all, when consumers are faced with numerous products, the manufacturer not only realizes what clues consumers depend on purchasing products, but it’s also important to know how their tendency of domestic and foreign product is. When domestic enterprise encounter with international market, it’s note worthy that focusing on the product image of localization for using consumer ethnocentrism to evoke its purchasing behavior. There is no denying that Taiwan has developing in a highly advanced economy, it is not only a material wealthy society, but also has entered a conspicuous consumption level of behavior. The mainly purpose of this study is to understand the influence consumer Ethnocentrism and Conspicuous Consumption on purchasing.
This study takes consumer Ethnocentrism and Conspicuous Consumption as the moderate variables to analyze the moderating effects of Conspicuous Consumption and Ethnocentrism on purchasing. We apply Multiple Regression Analysis method to confer the influence of Perceived quality, Perceived value and Purchase intention between domestic and foreign products.
The results of this study indicate: (1) Taiwan consumers have preferable evaluation of quality and Perceive value for foreign well-known brand product than domestic brand product. (2) Purchase intention is significantly affected by Perceive quality and Perceive value. (3) Purchase intention is significantly positively affected by Perceive quality and Perceive value of foreign product when Social status demonstration, as a dimension of Conspicuous Consumption is used as moderator. (4) Purchase intention is significantly negatively affected by Perceive quality and Perceive value of foreign product when Socio-economic conservatism, as a dimension of Ethnocentrism is used as moderator.