原產國對泰國保養品消費者購買意圖之影響

Abstract

本研究探討原產國（Country of Origin, COO）對泰國消費者保養品購買意圖之影響，並結合原產國理論與計畫行為理論（Theory of Planned Behavior, TPB）進行分析。本研究透過探討原產國如何影響品牌態度、主觀規範與知覺行為控制，進一步說明這些心理因素如何形塑消費者之購買意圖。研究採用量化問卷調查法，蒐集來自137位主要居住於曼谷之泰國保養品消費者之有效樣本，受訪者皆需具備保養品使用與購買經驗，以確保評估之有效性。研究資料以偏最小平方法結構方程模型（Partial Least Squares Structural Equation Modeling, PLS-SEM）進行分析，以檢驗衡量模式之信效度與結構關係。研究結果顯示，原產國對計畫行為理論之三個構面皆具有顯著影響，然而其影響購買意圖之路徑在泰國品牌與外國品牌之間呈現差異。對於泰國品牌而言，品牌態度為影響購買意圖之最主要因素，而主觀規範並未呈現顯著效果；相較之下，外國品牌的購買意圖同時受到品牌態度與知覺行為控制之顯著影響，而主觀規範之影響則相對較弱。研究結果凸顯原產國在不同品牌來源情境下，對消費者決策歷程所扮演之關鍵且具情境性的角色。本研究在理論上將原產國定位為計畫行為理論構面之前因變數，而非僅作為直接影響購買意圖之因素；在實務上，研究結果亦為本地與國際保養品品牌於泰國市場制定原產國導向之品牌策略、溝通方式與在地化策略提供具體參考。

This study examines the influence of country of origin (COO) on Thai consumers’ purchase intention toward skincare products by integrating COO theory with the Theory of Planned Behavior (TPB). This research addresses this gap by investigating how COO influences brand attitude, subjective norm, and perceived behavioral control, and how these factors subsequently shape purchase intention. A quantitative survey method was employed, collecting data from 137 Thai skincare consumers primarily based in Bangkok. Respondents were required to have prior experience with skincare products to ensure meaningful evaluation. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both measurement validity and structural relationships. The findings reveal that COO significantly influences all three TPB components; however, the pathways to purchase intention differ between Thai and foreign skincare brands. For Thai brands, brand attitude emerged as the strongest predictor of purchase intention, while subjective norm showed no significant effect. In contrast, for foreign brands, both brand attitude and perceived behavioral control played significant roles in shaping purchase intention, whereas subjective norm demonstrated a weaker influence. These results highlight the contingent role of COO in shaping consumer decision-making processes across brand origins. The study contributes to the literature by positioning COO as an antecedent to TPB determinants rather than a direct predictor alone. From a managerial perspective, the findings provide practical insights for both local and international skincare brands in designing origin-based branding, communication, and localization strategies in the Thai market.