國內的市場日趨自由化，國外的產品不斷的湧入國內，分蝕台灣的市場，國內廠商如何應對是當前必須仔細思考的問題。瞭解影響消費者態度的因素是吸引消費者注意的根本之道，所以，本研究最主要的目的是探討影響消費者態度的因素，以及這些因素是否會因產品來源國不同而有所差異。 根據 LISREL 模型研究的結果發現，產生來自不同的國家，影響消費者態度的因素確實會有所不同。以『Made in Taiwan』的產品而言，影響消費者態度的因素包括：產品保證，消費者認知成本之合理性以及來源國形象。產品保證對消費者態度的影響是直接的，而消費者認知成本之合理性及來源國形象會先影響消費者認知風險，然後再影響消費者的態度，所以是間接的的影響。『Made in Japan』的產品而言，影響消費者態度的因素包括：消費者認知成本之合理性及來源國形象，而且都是直接的影響。以『Made in America』的產品而言，影響消費者的因素只有產品保證，而且是直接的影響。 最後，根據研究的結果提出行銷上的建議，以『Made in Taiwan』產品而言，廠商必須提供良好的產品保證條件，避免定價過高或是採取削價競爭的促銷策略（容易降低消費者認知成本之合理性），政府也必須加強國家形象的提昇，以協助業者提昇『Made in Taiwan』產品在消費者心目中的地位。以『Made in Japan』的產品而言，廠商可以特別強調產品來源國的訊息。另外，在定價策略也必須小心謹慎，避免因價格太低或是過高，而降低消費者對產品的評價。以『Made in America』的產品而言，廠商只需提供較為合理的產品保證即可，其他的訊息皆不會對消費者態度產生影響。 / There are many products made in other countries in Taiwan. How do the products made in Taiwan triumph over the others is one of the issues that entreneures must think about. The purposes of this research were to explore the factors that influence the consumers' attitude, and understand whether these factors will be different when the products come from different countries. The results of this study describes below: 1.The factors influencing the consumers'attitude will be different when the products made in different countries. 2.For the products made in Japan,the factors influencing consumers'attitude include the image of country origin and the rationality of the consumer' perceptive cost. And these influences were direct. 3.For the products made in Taiwan, the warranty of products influence the consumer' attitude directly; but the rationality of the consumers' perceptive cost and image of country origin effect the consumers'attitude through the perceptive risk. 4.For the products made in America, only the warranty of products effect the attitude of the consumers' attitude directly.

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