跨越交易成本與來源國效應：台灣消費者至中國網站購物之消費者行為研究

Abstract

網際網路、科技及電子商務的發達，使得國際貿易的成本大幅下降，人與人之間的溝通交流也更為方便，因此成就了消費者自行在網路上進行國際購物這樣盛行的現象。台灣消費者至中國淘寶網購物者所在多有，他們為何未被跨國界購物的高昂交易成本及中國負面的來源國效應所阻礙？ 本研究以問卷調查及實驗設計的方式進行，將淘寶網、合購及代買、Yahoo!奇摩拍賣及家樂福4種通路，依其與中國產品不同的接觸程度，由高至低排序，衡量偏好這4種與中國產品接觸程度不同之通路類型的消費者，對中國與台灣的來源國形象、產品評價及產品願付價格是否會有所差異，並以消費者所選擇的通路類型、來源國形象、及產品評價為前導變數，衡量這些因素如何影響消費者對中國產品與台灣產品的願付價差。 研究結果顯示，與中國產品接觸程度不同的4種通路類型，對消費者的來源國形象與產品評價的確具有顯著的調節作用，但對產品願付價格的影響則不顯著。通路類型、來源國形象、產品評價對消費者願付價差的影響，則受到不同產品類別的影響而有所不同。其中，通路類型在服飾產品的衡量中，對願付價差有直接與間接地影響，但在平板電腦的衡量中，則僅有透過來源國形象的間接影響效果而已。本研究之結果可對欲跨入其他國家市場的企業，提供進入市場之行銷策略與品牌經營的參考。

Due to the development of internet, technologies and e-commerce, the costs of international business has dropped dramatically and the communication has become more convenient, both result in the increase of international buying behavior of indi-vidual consumers. Many Taiwanese consumers purchase products from Taobao.com, why didn’t they shrink when facing the transaction costs and the negative coun-try-of-origin effect? We differentiate the four channels: Taobao.com, buy-together and help-buy, Yahoo!Kimo Auction, and Carrefour by the level of them presenting Chinese products. We measured how this four channel types affect their consumers’ attitude toward country-of-origin images, product evaluation, and willingness-to-pay of products from Taiwan and China. Then we examine what the influences of channel types, coun-try-of-origin images, and product evaluation on the premium that consumers’ will pay to Taiwanese products than Chinese products. This research was conducted by survey and experimental design, to determine the above-mentioned effects. The result show that channel types will significantly affect country-of-origin images and product evaluation, but not consumers’ willingness-to-pay. The outcomes that how channel types affect the premium that consumers’ will pay to Taiwanese products than Chinese products will greatly affected by product types which have been analyzed. In the case of apparel, channel types can directly and indirectly affect the premium; but in the tablet PC case, channel types can only affect the premium through country-of-origin images indirectly.