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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Ting-Ting Chen | en |
| dc.contributor.author | 陳亭廷 | zh_TW |
| dc.date.accessioned | 2021-05-19T17:43:26Z | - |
| dc.date.available | 2025-03-10 | |
| dc.date.available | 2021-05-19T17:43:26Z | - |
| dc.date.copyright | 2020-03-10 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-02-05 | |
| dc.identifier.citation | Abrams, D. (2009), “Social identity on a national scale: Optimal distinctiveness and young people’s self-expression through musical preference”, Group Process & Intergroup Relations, Vol. 12, pp. 303-317.
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/7429 | - |
| dc.description.abstract | 在過去幾十年來，國際企業領域探討了許多來源國(country of origin, COO)效應之議題，雖然許多研究已證實COO存在於消費行為中，然而探討的研究多數來自於製造端(made-in)角度，主要以「生產相關」的議題為著眼點，探討消費者依據產品生產國或是技術來源作為評斷產品品質好壞的影響，多是以生產端的角度來做為出發點，然而從「消費相關」的觀點來作為討論的研究卻較為缺乏，後者主要討論邏輯是從消費端角度出發，實務上我們已能看到許多廠商開始利用消費者這樣的行為模式來作訊息溝通，依據這樣的訊息來做為行為模式判斷的消費者，主要是依據他國消費國的產品選擇行為來做為其購買決策之評斷。因此，本研究提出消費參考國(country of reference)的概念，希望透過消費端的探討來了解消費者模仿其他國家/地區消費者消費行為意圖之來由。
不同於強調製造端的概念，我們認為產品偏好來源，可能是來自於跨境參考，本研究目的在於建構一個消費參考國的影響模式，藉由探討此架構來補足來源國效應無法解釋之消費者購買決策之行為歷程，因此本文引用了最佳獨特性理論(optimal distinctiveness theory)作為架構切入點，涵蓋了系統合理性理論(system justification theory)、自我效能(self-discrepancy concept)、捷思(heuristics)和心理模擬(mental simulation)理論，提出了Country of Reference (COR)架構。 本文從消費參考國對於市場上的意義談起，並進一步提出相關概念研究命題。COR可被視為是一種行為處理決策，透過仿效他國消費行為的歷程能讓位階較低的消費者透過模仿消費來縮短其與位階較高消費者之間的距離。最後將針對COR的討論做出結論並提出學術與實務上之建議、研究限制及未來研究方向。 | zh_TW |
| dc.description.abstract | The international marketing field has witnessed many studies related to “country of origin” (COO) effects or the “made in” concept over the past few decades. Yet COO research is deeply rooted in the so-called “production-related” approach, which mainly accounts for production- or technology-based factors. Barely considered is the “consumption-related” perspective, which reflects consumers’ proclivity to base their buying decisions on foreigners’ product choice. In this paper, we propose the “country of reference” (COR) concept, in which consumers deliberately imitate the product choices of consumers from another country, to whom the former (i.e., the imitators) attribute superior or more prestigious personas.
Unlike the made in concept, which emphasizes favored product qualities from superior manufacturing countries, we believe product preferences may arise from cross-border benchmarking or “cross-country referencing.” Pivoting on the optimal distinctiveness theory, this paper suggests a COR framework that incorporates the system justification theory and the self-discrepancy concept, along with decision heuristics and mental simulation effects. The proposed framework aims to explain consumers’ inclination to “buy what certain foreigners buy.” We suggest critical propositions related to the COR concept, discuss its marketing implications, and pinpoint further research issues. COR may become a coping strategy through which low-status consumers perceiving themselves as less privileged than their high-status counterparts can narrow this gap by means of decision mimicking. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-19T17:43:26Z (GMT). No. of bitstreams: 1 ntu-109-D99724007-1.pdf: 1522729 bytes, checksum: 27e7519d764cadec89080a40426b2033 (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 口試委員會審訂書 i
誌謝 ii 中文摘要 iii Abstract iv 1. Introduction 1 2. From COO to COR: Conceptual Differences 10 3. How COR Works: Theoretical Foundations and Propositions 18 3.1 The Theoretical Framework 22 3.2 Contextual Factor: eWOM spillover 23 3.3 Foundation: Optimal Distinctiveness Theory 25 3.4 Determining Factor 1: System Justification 26 3.5 Determining Factor 2: Self-discrepancy 29 3.6 Mediator Variable: COR 35 3.7 Etic Conformity 37 3.8 Facilitators: Decision Heuristics and Mental Simulation 39 3.9 Control Variables 43 4. Conclusions and Implications 44 5. Limitations and Future Research Suggestions 48 6. References 51 Figures Figure 1 Product communications emphasizing user imagery 8 Figure 2 The Conceptual Framework for Country of Reference (COR) Effects 23 Figure 3 Four Possible Directions of Cross-country Referencing 34 Table Table 1 Major Differences between COO and COR 15 | |
| dc.language.iso | en | |
| dc.title | 參考國效應與消費者購買決策之探討 | zh_TW |
| dc.title | The Country of Reference (COR) Effects and Consumer Purchasing Decision | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-1 | |
| dc.description.degree | 博士 | |
| dc.contributor.oralexamcommittee | 林俊昇,蔡顯童,張嘉雯,王仕茹,陳聿宏 | |
| dc.subject.keyword | 消費參考國,系統合理性理論,自我效能,捷思,心理模擬,他國從眾行為, | zh_TW |
| dc.subject.keyword | country of reference,system justification theory,self-discrepancy,heuristics,mental simulation,etic conformity, | en |
| dc.relation.page | 68 | |
| dc.identifier.doi | 10.6342/NTU202000352 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2020-02-05 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| dc.date.embargo-lift | 2025-03-10 | - |
| 顯示於系所單位： | 國際企業學系 | |
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