本研究主要在探討當消費者無法正確評量產品績效時，來源國形象對顧客滿意度的影響是否會因消費者的產品知識程度不同而有所不同，另外，試圖去瞭解具有不同產品知識程度的消費者，其顧客滿意度的決定因素究竟為何。
本研究採用實驗方法，且以棉布料為實驗標的（因為純棉布料和混棉布料很難被正確分辨）。實驗設計採 2 （台灣製產品概念／義大利製產品概念）×2 （產品表現佳／產品表現差）×2 （產品知識高／產品知識低），將受測者分為 8 組。研究結果發現，若受測者無法正確評量產品績效，則當受測者對棉布料的產品知識程度低，來源國形象（台灣 v.s. 義大利）對購買前的期望有顯著的影響，且期望是決定顧客滿意度的主要因素，此時來源國形象會顯著影響顧客滿意度；反之，當受測者對棉布料的產品知識程度高時，來源國形象對期望不會有顯著之影響，而此時期望亦是決定顧客滿意度的主要因素，所以來源國形象不會顯著影響顧客滿意度。另外，實驗結果也證實，顧客滿意度會顯著影響受測者的購買意願。
由研究的結果可知，當產品本身的績效難以被消費者所衡量（如健康性藥品、美容保養品...等）時，廠商應該在提高產品本身之績效後，同時把一些資源和心力投注在創造消費者心中更高的期望，並藉此更有效地達到提昇顧客滿意度的目的。另外，廠商也應針對不同消費特性的消費者，推出不同的廣告訴求和行銷方案，如此才能更有效地配置公司的資源，並順利地提昇全球顧客的滿意程度。 / The research investigated the differential impact of country of origin on product expectation and satisfaction when consumers have different levels of product knowledge. An experiment with a factorial design was conducted for the empirical test. The product used in the experiment was cotten material. Product expectation, perceived product performance, disconfirmation, consumer satisfaction, objective product knowledge of the cotten material were measured. The results showed that when consumers had low level of product knowledge in both concept evaluation and product evaluation stages, country of origin would effect product expectation. Product expectation is the key determinant of consumer satisfaction. On the other hand, when consumers had a high level of product knowledge in evaluating the product concept, but have no ability in distinguish product performance, country of origin would not effect product expectation. However product expectation is still the key determinant of consumer satisfaction. Finally, consumer satisfaction also has a significant effect on consumers' purchase intention.
| Identifer | oai:union.ndltd.org:CHENGCHI/B2002001911 |
| Creators | 陳仲熙, Chen, June-Shi |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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