The Influence of the Country-Of-Origin Image, Advertising Appeal, Product Attitude on Purchase Intention：The Moderating Effects of Product Involvement.

[[abstract]]本研究主旨在探討來源國形象、廣告訴求方式及產品態度對購買意圖之影響－產品涉入的干擾效果。選擇日本與韓國作為品牌來源國形象的研究國家，採用動態電視廣告媒體作為研究標的，以數位相機為例。以大台北地區的一般消費者為抽樣對象，採用便利抽樣法，發出400份問卷，收回有效樣本360份，有效樣本回收率為90%。採用迴歸分析檢定各項研究假說，研究結果如下：（1）來源國形象對產品態度有顯著的正向影響。（2）科技來源國與理性廣告訴求的組合對產品態度有顯著的正向影響。（3）形象來源國與感性廣告訴求的組合對產品態度有顯著的正向影響。（4）產品態度對購買意圖有顯著的正向影響。（5）在高品涉入程度之下，產品態度對消費者購買意圖影響大於低產品涉入者。（6）產品態度是來源國形象與購買意圖的中介變數。[[abstract]]The main purpose of this study is to investigate the influence of Country-Of-Origin image, advertising appeal, product attitude on purchase intention, and the moderating effects of product involvement. Japan and Korea were selected as Countries-Of-Origins, and the digital camera industry was taken as a research object. The television commercials were used in the experimental design to measure respondents’ purchasing intention of products from different countries. The samples were chosen from consumers in the Taipei area. A total of 400 questionnaires were distributed, 360 effective questionnaires were collected, and the effective response rate was 90%. Regression analysis was used to test the hypotheses and the results were listed as follows: (1) The country-of-origin image has a significantly positive effect on product attitude. (2) The image of the country-of-origin has an even greater significant influence on product attitude than technology of the country-of-origin. (3) Emotional advertising appeal has greater significant influence on product attitude than rational appeal. (4) Product attitude has a significantly positive effect on purchase intentions. (5) Influence of product attitude on consumers’ purchase intention in low product involvement situations is greater than that in high product involvement situations. (6) Product attitude is the intervening variable between country-of-origin image and purchase intention