dc.description.abstract | After schooler (1965) began the empirical study on country-of-origin(COO) effect. Scholars have studying in succession in personal consumer goods and industrial procurement, research results show that COO effect is universal phenomenon. Popadopoulos (2002) researched according to the western research report by the meta analysis. He points out that 766 academic documents related to COO effect by the end of 2001. At home also has numerous papers on COO effect, but the research is mostly to domestic consumer point of view. However, with the development of cross-strait economic and trade, more and more enterprises focus on Chinese mainland market .Therefore, for mainland China how consumers view Taiwanese brand, should be the necessity for further understanding.This study is based on the theoretical of COO, and consumers in mainland China as the research object, explore the differences between Taiwanese brands and mainland Chinese brands in perceived quality and purchase intention . In addition, product awareness and the COO belong to extrinsic attributes for product evaluations. In the related literature shows the interaction between the two, so the product known as moderate variables in this study, in order to understand the relationship.
In this study, tea drinks for the test product ; Taiwanese brand and mainland Chinese brand for verification object, and select the East China, Shanghai and Huaibei City, Anhui Province; 15 to 34-year-old tea drinks drinking groups for the study mother. The sampling method adopted in the streets convenience sampling, a total of 320 valid questionnaires. Using Confirmatoy Factor Analysis(CFA);ANOVA and Regression Analysis to prove the hypotheses established. The results found that: 1. The COO effect has positive influence on perceived quality and purchase intention. 2. Perceived quality is moderately related to purchase intention. 3. Brand awareness on COO to purchase intention is not moderate effect. 4. There are partly differences between areas.
By the development of academic research, this study concludes four management practical suggestions are as follows: 1. In the tier 1 city, shanghai, the brand oweners would emphasize on COO on promotion strategy. 2. In the tier 3 city, huaibei, the brand oweners should focus on the other promotions besides COO for the products of low brand awareness. 3. In addition to the emphasize on brand awareness, brands owners should strengthen brand preference and brand loyalty. 4. For the perceived quality of tea drinks content, brands owners should aim at consumers care and design products that meet the market demands. | en_US |