| 摘要: | Previous studies have proved the existence of the country-of-origin (COO) effects and their influence factors (such as involvement, country recognition, etc). This study defined the value of these effects as the perceived value of which it is measured by the willingness to pay in consumer's mind. That is, under the conditions that all other things have been equal, the price that consumer's willing to pay for a specific product varies on his/she perceived value of COO effects on this product. By using the Conjoint Analysis with full-profile method, this study provided a measurement to get the perceived value of COO effects. Thus, based on this perceived value from individual consumer level, marketers can do segmentations and then formulate their best product strategies. In addition, this study embraced the factors of consumer's traits, i.e., ethnocentrism, product knowledge, need for cognition, involvement, and nationality mentioned in previous literature, to investigate their impact on the COO effects, and also examined their degree of influences. Finally, the managerial implications and future researches suggestions were discussed. |
