The Effects of Region of Origin and Co-brands on Consumer's Evaluation of Private Brands

[[abstract]]本研究探討當私有品牌商品強調來源地訊息及賦予來源地製造商共品牌與專家背書訊息時，三個分別或同時呈現的產品外部線索，對消費者的知覺品質、知覺風險及購買意圖的影響；並進一步檢測消費者的產品屬性偏好、出生地區、居住地區及產品使用經驗的不同，是否影響此三個外部線索對食品類私有品牌產品的評估。 研究對象為國內大學生，樣本分別取自來源地與非來源地相關縣市。經由聯合分析法分解消費者產品屬性組合偏好，以求得各市場區隔的整體屬性偏好，並進一步使用成對t檢定驗證假說。結果顯示，不同消費者的屬性偏好、出生地區、居住地區及產品知識，當私有品牌產品賦予來源地訊息、與來源地相關之製造商共品牌與專家背書時，皆會影響消費者對產品知覺品質、知覺風險及購買意圖的評估；三個外部線索的聯合訊息大於兩個外部線索的聯合訊息，兩個外部線索更大於僅單一來源地訊息線索；此外，當消費者居住或出生於產品來源地區，由於對該地區的人文或自然環境因素的認同與瞭解，他們對產品的評估會高於一般非來源地相關的消費者。 研究結果顯示，私有品牌產品外包裝提供具意涵的來源地訊息並輔以來源地相關之第三方訊息源，會使消費者對產品產生正向的評價，行銷人員應謹慎評估具獨特屬性的來源地訊息源在消費者腦海中的產地知識與形象，並慎選可靠且可信任的其他訊息源做為輔助私有品牌聯想的工具，以提升消費者對私有品牌產品的評價。[[abstract]]This research explores the effects of region of origin cue manufacturer co-brand and expert endorsement on consumers` perceived quality perceived risk and the purchase intention of a private brand We also examine if their product attribute preference place of birth place of residence and product knowledge affect the impacts of the three extrinsic cues on product evaluation of the private brand Data were collected from domestic college students who are from region of origin and non-origin The empirical results indicated that the region of origin cue the manufacturer co-brand and expert endorsement influence consumers` perceived quality perceived risk and purchase intention toward the private brand under different product attribute preferences place of birth place of residence and product knowledge Also the positive influences of three extrinsic cues are stronger than the other two different extrinsic cues Furthermore consumers who live or were born in the place of origin weighed up the value of the products with region of origin cues than non-region related consumers because the former are familiar with the culture and/or environment of the region The result showed that if the outer package of private brands provide meaningful region of origin cue and relevant third-party information consumers will have positive evaluation toward the products Marketers should carefully assess unique attributes of region of origin and their associations in consumers’ knowledge Specifically they should choose reliable region of origin cues coupled with related endorsements to build up consumers’ evaluation of private bran