參考國效應對產品態度的影響

Abstract

隨著網路科技的迅速發展，網路已成為人們獲取資訊的重要來源之一，消費者在進行購買前會先上網搜尋產品評價，品牌也越來越多地通過口碑行銷進行宣傳，因此產生了「參考國效應」，也就是將他國消費者的消費行為作為個體消費行為的參考框架。故本研究旨在驗證國際行銷中參考國效應的存在，以及探討是否消費者的內在心理因素會影響此效應的效果，以提供企業更有效的國際行銷策略。本研究採用準實驗法，在控制產品來源國下，驗證是否存在參考國效應，以及探討消費者的自尊程度和參考國的心理距離對參考國效應的影響。研究結果顯示，參考國的整體國家形象對產品態度具有正向影響，當參考國的整體形象越高，消費者對該產品的態度越正向。而消費者的自尊程度在參考國效應的框架下，並未對產品態度產生顯著影響。此外，消費者對參考國的心理距離也會影響參考國整體國家形象對產品態度的影響，心理距離越遠會削弱參考國效應，心理距離越近則會增強此效應。With the rapid development of internet technology, the internet has become an important source of information for people. Consumers often search for product reviews online before making a purchase, and brands increasingly rely on word-of-mouth marketing to promote their products. This gives rise to the concept of"country-of-reference effects," where consumers use the consumption behavior of consumers from other countries as a reference framework for their own consumption decisions. Therefore, the purpose of this study is to validate the existence of country-of-reference effects in international marketing and examine whether consumers' internal psychological factors influence the effectiveness of these effects, aiming to provide more effective international marketing strategies for businesses. This studyadopts a quasi-experimental approach to control for the country of origin and verify the presence of country-of-reference effects. It also investigates the impact of consumers' self-esteem and psychological distance to the reference country on these effects. The results demonstrate that the overall national image of the reference country has a positive impact on consumers' product attitudes. As the overall image of the reference country increases, consumers' attitudes towards the product become more positive. However, consumers' self-esteem does not significantly affect product attitudes within the framework of country-of-reference effects. Additionally, consumers' psychological distance to the reference country influences the impact of the overall national image on product attitudes. Greater psychological distance weakens the country-of-reference effects, while closer psychological distance strengthens these effects.