探索原產國效應對泰國消費者對台灣與中國電腦認知與購買決策之影響

Abstract

本研究探討泰國消費者對原產國（COO）認知如何影響其對台灣與中國電腦品牌的評價與購買決策。在泰國競爭激烈且重視價值的電子產品市場中，原產國為一項重要的參考線索，尤其對於如電腦這類高涉入產品，品牌熟悉度可能較低時更是如此。本研究分析泰國消費者對七項產品屬性的看法：品質、可靠性、創新性、技術先進性、價格可負擔性、現代設計，以及可信度，並比較其對台灣與中國電腦的認知差異。

本研究透過社群媒體與大學網絡發放結構式問卷，進行量化調查，共回收83份有效問卷。分析方法包括描述性統計、淨推薦值（NPS）與配對樣本t檢定，以比較兩國產品的消費者認知差異。

研究結果顯示，台灣電腦普遍被認為較具創新性、可靠性與可信度，而中國品牌則較常與價格實惠與競爭力定價相關聯。雖然原產國顯著影響消費者的初步印象並有助於建立品牌信任，但實際的產品性能與性價比仍為購買決策的關鍵因素。這顯示泰國消費者採取較為平衡的思考方式，當對品牌不熟悉時會參考原產國作為判斷依據，但仍重視具體產品屬性。

本研究對原產國效應文獻提供新的觀點，突顯其在新興市場中的細緻影響，並為台灣與中國電腦品牌在泰國市場強化定位提供實務建議。了解泰國消費者如何解讀原產國線索，有助於企業調整其品牌定位、定價策略與行銷溝通以符合在地偏好。

This study explores the influence of country-of-origin (COO) perceptions on Thai consumers’ evaluations and purchasing decisions toward Taiwanese and Chinese computer brands. In Thailand’s competitive and value-driven electronics market, the COO acts as an important cue, particularly for high-involvement products like computers, where brand familiarity may be limited. This research examines how Thai consumers perceive seven key product attributes: quality, reliability, innovation, technological advancement, affordability, modern design, and trustworthiness in relation to Taiwanese and Chinese computers. A quantitative survey was conducted using a structured questionnaire distributed through social media and university networks, with 83 valid responses. Descriptive statistics, Net Promoter Score (NPS), and paired sample t-tests were employed to compare consumer perceptions between the two country groups. The findings reveal that Taiwanese computers are generally perceived as more innovative, reliable, and trustworthy, whereas Chinese brands are more strongly associated with affordability and competitive pricing. While COO significantly influences consumers’ initial perceptions and helps build brand trust, it does not override practical factors such as performance and value for money. This indicates that Thai consumers adopt a balanced approach, using COO as a heuristic when lacking brand familiarity but still prioritizing tangible product attributes. The results contribute to the broader COO literature by highlighting its nuanced role in emerging markets and offering practical implications for Taiwanese and Chinese computer brands seeking to strengthen their market position in Thailand. Understanding how Thai consumers interpret COO cues can help firms tailor their branding, pricing, and communication strategies to local preferences.