來源國形象、本國中心主義對外國品牌購買意願之影響──以Samsung為例

A Study of the Relationship between Country-of-Origin, Consumer Ethnocentrism and Purchase Intention-An Example of Samsung

在通訊產業與行動上網技術發展的推波助瀾下，台灣地區智慧型手機市場成長迅速，2011年更創下年銷量700萬台的佳績。在海外獲得諸多設計獎項，更以台灣精品驕傲自居的本土品牌宏達電，在國內市場的激烈競爭下，擁有持續多年的領導品牌地位。然而在2011年第三季，由韓國三星電子推出Galaxy系列智慧型手機之後，這個市場龍頭寶座拱手讓出。長期以來，台灣多數民眾對國貨的認同與基於歷史因素對韓國的排斥心理，是否會影響本國消費者對於具有較佳來源國形象的外國品牌購買意願為本研究欲探究的議題。此外，近年來因網路專業論壇與社群媒體發達，消費者在購買決策過程中，經常會利用網路搜尋其他消費者的使用經驗及評論作為參考，購買高單價通訊商品時，透過網路搜尋產品及品牌廣泛性意見的行為更為普遍，這種行為是否會影響消費者既有的品牌態度亦為本研究另一項重要議題。本研究目的，探討來源國形象對外國品牌購買意願外，亦探討本國中心主義是否會影響來源國形象對外國品牌購買意願。本研究透過網路與實體問卷調查方式，針對智慧型手機消費者進行資料蒐集，共回收261份有效問卷，利用階層迴歸分析進行研究假說驗證。研究結果發現，來源國形象對外國品牌購買意願具有正向顯著影響；本國中心主義對來源國形象與外國品牌購買意願之間的無干擾效果。最後，本研究提出管理意涵，作為企業在銷售智慧型手機策略擬定之參考。

Fuelled by the development of the communications industry and mobile Internet technology, the smartphone market in Taiwan has been growing rapidly. In 2011, there were successful annual rates of 700 million units being sold. The Taiwanese domestic brand, hTC, has been receiving many design awards overseas. In the highly competitive domestic market, they have stood as the leading brand position for many years. However, in the third quarter of 2011, Samsung Electronics, based in South Korea, developed the Galaxy Series in their smartphone industry causing hTC to hand over the position of market leader. Over the years, the majority of people in Taiwan have rejected Korean products due to allegiance to domestic products and historical reasons. It will be discussed in this research whether this allegience will affect the willingness of domestic consumers to maintain country-of-origin from purchasing foreign brands. In addition, in the recent years, due to the development of professional forums and community media on the Internet, consumers often use the Internet to search for information regarding other user experiences and comments as a reference during the purchase decision-making process. When purchasing high-valued communication products, it is common to search the Internet for widespread views. Whether this type of behavior will affect consumer’s brand attitude is another subject of discussion in this study. The purpose of this study, other than exploring whether consumer ethnocentrism will affect country-of-origin on purchase intentions. This study used paper and Internet surveys to collect information from smartphone users. A total number of 261 surveys were collected and hierarchy regression was used to verify the hypothesis. The results were country-of-origin had a positive affect on purchase intention for foreign brands, consumer ethnocentrism had no influence on country-of-origin and purchase intention for foreign brands. Lastly, this research provides managerial implications, as a reference for companies when designing a strategy for selling smartphones.