著者

李 〓泰

出版者

日本経営学会

雑誌

日本経営学会誌 (ISSN:18820271)

巻号頁・発行日

no.17, pp.75-86, 2006-09-01

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This study examines the effects of dissected country of origin (CO)-country of assembly (CA), country of component (CC) and country of design (CD)-and consumers' usage experience for the product class on consumer brand evaluation (beliefs and attitudes) of digital cameras. Although many studies of country of origin effects have been reported, few have addressed the multidimensional concept of the country of origin variable. Country of origin may include concepts such as "Designed in," "Assembled in" or "Part made in" due to the rapid increase of today's global products. As for consumers' product experience, previous studies show that it has a salient influence on consumers' product evaluations. This study employed a 2(CA) X 2(CC) X 2(CD) design for experienced group (255 students) and non-experienced group (260 students). Utilizing the brand CANON (Digital Camera), the treatments of CA, CC and CD were positive for Japan and negative for China respectively. Empirical results show as follows; first, all CO related cues had a direct influence on beliefs and attitudes regardless of consumer experience for the product class. Second, there was a salient difference between experienced and non-experienced group on the utilization of three CO related cues. Respondents of non-experienced group showed a marked tendency to take account of a specific cue (CD) especially on their evaluations. On the other hand, respondents of experienced group showed a tendency to take account of three cues overall. Finally, three-way-interaction among CA, CC and CD showed that a negative effect of CA (CO) was offset when CC and CD were all positive. These results may suggest a strategic implication that negative CO effect may be controlled by the appeal of positive CC and CD.