消費者民族意識與來源國效應對於山寨機與國際知名品牌手機態度之形成及購買意願的影響

Abstract

隨著中國加入WTO世界貿易組織及其國內市場的開放，中國手機市場呈現競爭激烈的態勢，然而山寨機在如此的環境下卻逐漸嶄露頭角，於2008年在中國大陸開始竄紅，之後更延伸觸角到世界各個角落，且其在中國的市佔率也直逼國外知名手機品牌大廠。此種妾身未明的產品，為何能在中國手機市場掀起波瀾，成為大眾關注的議題。 因此，本研究以消費者行為理論為基礎，探討消費者民族意識、品牌來源國形象與手機產品屬性對於中國消費者對山寨機與國外知名品牌手機（NOKIA）態度之形成及購買意願的影響，即建構出一結構模式，探究各構念間的因果關係。另外，本研究也導入「產品知識」作為本研究路徑的干擾因子，進行分析比較。 本研究分析所使用的資料乃是透過問卷調查所取得，且以中國生產線作業員與學生為實證對象，接著採用結構方程模式LISREL軟體及SPSS軟體作為分析工具。實證結果顯示： 1.中國消費者民族意識與本國國家形象呈正相關，但與外國國家形象呈負相關。 2.品牌來源國形象在中國消費者評價手機產品時，扮演月暈效果角色。 3.中國消費者對手機態度的形成主要是透過客觀信念影響。 4.產品知識在中國國家形象到對山寨機態度的路徑上具有負向干擾效果。 5.產品知識對NOKIA手機態度的形成具有反向控制效果。 6.整體來說，中國消費者依然對NOKIA手機產品屬性具有較高的評價，且態度偏正面，購買意願也較高，而對山寨機的手機產品屬性評價則較低，且態度偏負面，購買意願也較低。 最後，本研究將依據實證顯示結果，針對山寨機與NOKIA手機提出實務策略之建議。

The entrance of China to the World Trade Organization (WTO) and the opening of the domestic market cause the competition in China handset market being very fierce. However, Chinese knock-off mobile phone（Shan Jhai Ji） was making a figure in such intense circumstances, and being popular in China, 2008. Later, it appears all over the world; moreover, its market share in China is almost the same as famous foreign brands. So, why could Shan Jhai Ji make such a big success in China handset market is becoming the issue that everyone wants to know. Therefore, the thesis will investigate the effects of ethnocentrism, country of origin, and product attribute on Chinese consumers’ attitude and their purchase intention toward Shan Jhai Ji and famous foreign brand, NOKIA, from the perspective of consumer behavior theory. This study then is laid on constructing the correlative model to test causal relationship between these constructs. Besides, the model also has a moderating variable, product knowledge, to examine its impact on this research. Data were collected through questionnaire investigation. And the subjects of this research were Chinese assembly line workers and students. The adopted analysis tools were LISREL and SPSS statistical method. Research reveals that： 1.Chinese consumer ethnocentric tendencies will positively affect the China’s country image, but negative correlated with foreign country’s image. 2.Country image serve as a halo when Chinese consumers are evaluating the handset products. 3.Chinese consumers’ attitude towards the mobile phones is mainly affected by objective beliefs. 4.Product knowledge has a negative moderating effect on the path of China’s country image to consumers’ attitude toward Shan Jhai Ji. 5.Product knowledge has a negative control effect on consumers’ attitude toward NOKIA. 6.Generally speaking, Chinese consumers give NOKIA a higher score in product attribute rating, and their attitude toward NOKIA is positive, so the purchase intention is higher. On the contrary, Shan Jhai Ji is given a lower score in product attribute rating, and consumers’ attitude toward it is negative, therefore, the purchase intention is lower. At the end of the article, conclusions and managerial implications of the findings will be provided to mobile phone vendors.