製造國形象對知覺品質之影響──品牌強度與價格的調節效果

Effects of Country-of-Manufacture Image on Perceived Quality: The Moderating Role of Brand Strength and Price

本文探討製造國形象對知覺品質之影響，並討論品牌強度與價格水準之干擾效果。研究採實驗設計方式進行，共有二實驗。結果證實製造國形象影響消費者對產品之知覺品質評價且製造國形象對知覺品質評價之影響受品牌強度之調節，但是並未證實價格水準對製造國形象與知覺品質評價關係之調節效果。

Two experiments examine the effects of country-of-manufacture image on perceived quality and investigate the moderating role of brand strength and price. Results support hypothesized relationship between country-of-manufacture image and perceived quality. Further, the moderating role of brand strength is also confirmed. However, the moderating role of price is not found.