本研究著眼於品牌來源國及個人特徵對於消費者購買意願的影響，主要的研究目的在於探討消費者受個人特徵與品牌來源國之影響關係。資料收集乃採便利抽樣之問卷調查，以男性化妝品為受測產品，台灣、日本、韓國、美國、歐洲為品牌來源國檢測對象，以大台北地區之男性為受測母體，並用SPSS 11.0為本研究的統計分析工具。研究結果如下： 一、產品的品牌來源國形象愈高，消費者的資訊搜尋意願越低。 二、產品的品牌來源國形象愈高，消費者對產品品質評價越高。 三、產品的品牌來源國形象愈高，消費者之購買意圖越高。 四、消費者的個人特徵在品牌來源國形象及購買行為上均有顯著差異。 The tendency of globalization results in the prosperity of international trade, and the consumers have more chance to buy and use the binominal products. So, it is necessary to realize the influence on consumer purchase behavior between the brand original country and personal characteristics for applying enterprises the most effective marketing and manufacturing strategy to reinforce the competitive advantage.
This research and main purpose focus on the influence of the will of consumer purchasing by brand original country and personal characteristic. Data were collected by the questionnaire investigation with convenient sampling from the populated of Metro Taipei., the male cosmetics as the products examined, and Taiwan, Japan, South Korea, U.S.A., and Europe as the target for the brand original country. The SPSS 11.0 is used to analyze the data.
The major conclusions in this study are:
1.The higher a brand original country image, the lower the information searching willing. 2.The higher a brand original country image, the higher the quality assessment. 3.The higher a brand original country image, the higher the purchase intention. 4.Consumer’s personal characteristics have significant influence on brand original country images and purchasing behavior.
