知覺風險對來源國形象及消費者購買意願的影響──負面訊息的干擾效果

A The Impact of Perceived Risk on the Image of Country-of- Origin and Willingness to Purchase: Negative Message as a Moderator

本研究主要是探討來源國形象、知覺風險與購買意願之間的關係，知覺風險是否具有中介效果，進而探討來源國負面訊息是否具有干擾效果。本研究以日本及韓國帶有負面訊息而進口至臺灣的蘋果，調查台灣消費者購買來自這兩個國家蘋果之購買意願及干擾效果的差異，以及知覺風險的中介效果。透過便利抽樣法收集資料，發放消費日本與韓國蘋果之消費者各300 份問卷，收回有效問卷分別為281 及290 份，有效問卷回收率分別為93.7%及96.7%。研究結果顯示，來源國形象與購買意願呈現正向關係，反之，來源國形象與知覺風險則具有負向關係；同時知覺風險與購買意願也呈負向關係；進而，知覺風險對來源國形象與購買意願確實具有部分中介效果；最後，就韓國樣本顯示，來源國負面訊息對來源國形象與知覺風險之負向關係具有強化之干擾效果，且來源國負面訊息對來源國形象與購買意願之正向關係具有弱化之干擾效果，但是此干擾效果在日本樣本上則不顯著。

This study investigates the relationship among image of country-oforigin,perceived risk, and purchase willingness and further explores themediation effect of perceived risk on the relationship between image ofcountry-of-origin and purchase willingness, and the potential moderationeffect of negative message from the country-of-origin. This study mainlyfocuses on the negative message for imported apples from Japan andKorea to Taiwan. It is designated to collect 300 questionnaires throughconvenient sampling for individuals revealing their image of country-oforigin,perceived risk, and purchase willingness for apples imported fromJapan and Korea respectively. It results in 281 valid observations, i.e.93.7% response rate, and 290 valid observations, i.e. 96.7% response rate,those response to related questions for Japan and Korea sample. Theresults show that there is a positive relation between image of country-oforiginand purchase willingness and a negative relation between perceivedrisk and purchase willingness. Concurrently, there is a negative relationbetween perceived risk and purchase willingness. Furthermore, the resultsdo demonstrate perceived risk as a partial mediation effect. Finally,negative message from Korea sample enhances the moderation effect onthe negative relationship between image of country-of-origin and perceivedrisk, and buffers the moderation effect on the positive relationship betweenimage of country-of-origin and purchase willingness. These moderationeffects, however, are not significant in Japan sample.