English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 112881/143847 (78%)
Visitors : 50321801      Online Users : 769
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152448


    Title: 使用外來語或當地語言推廣新產品之研究:來源國因素之影響
    Promoting a new product in a foreign versus local language: Does Country-of-origin matter?
    Authors: 顏序安
    Yen, Hsu-An
    Contributors: 朴星俊
    Park, Sung-Jun
    顏序安
    Yen, Hsu-An
    Keywords: 廣告語言
    來源國效益
    語言熟悉程度
    在地化產品推廣
    Advertising language
    Country-of-origin
    Language familiarity
    Localized product promotion
    Date: 2024
    Issue Date: 2024-08-05 12:14:22 (UTC+8)
    Abstract: 本文旨在探討:推廣在地化外國產品時,使用外來語或當地語言設計廣告,是否會影響消費者的購買意願。本研究設計了兩種版本的問卷,一種以法文作為廣告語言,另一種則使用中文,共收集了128位台灣人的有效數據。研究採用獨立樣本t檢驗,分析來源國效應與語言熟悉度的綜合影響。結果顯示,消費者主要透過來源國特質來評價產品價值,換言之,當廣告語言提供正面的來源國特質,將增加消費者的購買意願。
    This study investigates the impact of advertising language—specifically, the use of a foreign versus a local language—on consumer purchasing behavior when promoting localized foreign products. A survey was administered in two versions, one in French and the other in Chinese, to a sample of 128 participants in Taiwan. An independent t-test was employed to analyze the combined effects of country-of-origin and language familiarity. The result reveals that consumers predominantly assess products based on country-of-origin attributes. Advertising languages that convey positive country-of-origin cues significantly enhance consumers' purchase intentions.
    Reference: Askegaard, S., & Ger, G. (1998). Product-country images: towards a contextualized
    approach. European advances in consumer research, 3(1), 50-58.

    Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of
    international business studies, 13, 89-100.

    Belk, R. (2013). Visual and projective methods in Asian research. Qualitative Market
    Research: An International Journal, 16(1), 94-107.

    Boyne, G. A. (2003). What is public service improvement?. Public administration, 81(2),
    211-227.

    Baddeley, A. (1992). Working memory. Science, 255(5044), 556-559.

    Carruthers, P. (2002). The cognitive functions of language. Behavioral and brain sciences,
    25(6), 657-674.

    Capece, G., & Di Pillo, F. (2021). Chinese website design: Communication as a mirror of
    culture. Journal of Marketing Communications, 27(2), 137-159.

    Czinkota, M. R., Ronkainen, I. A., & Cui, P. (2007). International marketing.
    Thomson/South-Western.

    Du Rand, G. E., Heath, E., & Alberts, N. (2013). The role of local and regional food in
    destination marketing: A South African situation analysis. In Wine, food, and tourism
    marketing (pp. 97-112). Routledge.

    Fruchter, G. E., Jaffe, E. D., & Nebenzahl, I. D. (2006). Dynamic brand-image-based
    production location decisions. Automatica, 42(8), 1371-1380.

    Fraser, C., & Hite, R. E. (1988). Compensation as an alternative to ownership in developing
    markets: beliefs, attitudes and uses. J. World Trade, 22, 95.

    Feldman, F. (1997). Utilitarianism, hedonism, and desert: Essays in moral philosophy.
    Cambridge University Press.

    Hornikx, J., & Van Meurs, F. (2019). Foreign languages in advertising: Linguistic and
    marketing perspectives. Springer Nature.

    Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts,
    methods and propositions. Journal of marketing, 46(3), 92-101.

    Hashimoto, A., & Telfer, D. J. (2006). Selling Canadian culinary tourism: Branding the
    global and the regional product. Tourism Geographies, 8(1), 31-55.

    Haarmann, H. (1990). Language planning in the light of a general theory of language: A
    methodological framework.

    Hornikx, J., van Meurs, F., & Hof, R. J. (2013). The effectiveness of foreign-language
    display in advertising for congruent versus incongruent products. Journal of International Consumer Marketing, 25(3), 152-165.

    Johansson, J. K., Douglas, S. P., & Nonaka, I. (1985). Assessing the impact of country of
    origin on product evaluations: a new methodological perspective. Journal of
    Marketing Research, 22(4), 388-396.

    Johansson, J. K. (1989). Determinants and Effects of the Use of ″Made in ″Labels.
    International Marketing Review, 6(1).

    Johnson, J. P., Lenartowicz, T., & Apud, S. (2006). Cross-cultural competence in
    international business: Toward a definition and a model. Journal of international business studies, 37, 525-543.

    Koslow, S., Shamdasani, P. N., & Touchstone, E. E. (1994). Exploring language effects in
    ethnic advertising: A sociolinguistic perspective. Journal of consumer research, 20(4), 575-585.

    Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are consumers really
    willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay. Journal of International Marketing, 20(1), 19-41.

    Kaynak, E., & Mitchel, L. A. (1981). A comparative study of advertising in Canada, the
    United Kingdom and Turkey. European Journal of Marketing, 15(1), 1-9.

    Kelly-Holmes, H. (2014). Linguistic fetish: The sociolinguistics of visual multilingualism.
    Visual communication, 4, 135-151.

    Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of
    country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115.

    Lantz, G., & Loeb, S. (1996). Country of origin and ethnocentrism: An analysis of Canadian
    and American preferences using social identity theory. Advances in consumer research, 23(1).

    Luna, D., & Peracchio, L. A. (2005). Advertising to bilingual consumers: The impact of
    code-switching on persuasion. Journal of Consumer Research, 31(4), 760-765.

    Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects
    customer satisfaction and behavioral intentions?. International journal of hospitality management, 28(3), 338-348.

    Littrell, M. A., Anderson, L. F., & Brown, P. J. (1993). What makes a craft souvenir
    authentic?. Annals of tourism research, 20(1), 197-215.

    Myers-Scotton, C. (1993). Common and uncommon ground: Social and structural factors in
    codeswitching. Language in society, 22(4), 475-503.

    Millar, M. G., & Tesser, A. (1986). Effects of affective and cognitive focus on the
    attitude–behavior relation. Journal of personality and social psychology, 51(2), 270.

    Newman, G. E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the
    original source of production. Journal of marketing research, 51(3), 371-386.

    Narasimhan, C. (1988). Competitive promotional strategies. Journal of business, 427-449.

    Olins, D. E., & Olins, A. L. (1978). Nucleosomes: The Structural Quantum in Chromosomes:
    Virtually all the DNA of eukaryotic cells is organized into a repeating array of nucleohistone particles called nucleosomes. These chromatin subunits are close-packed into higher-order fibers and are modified during chromosome expression. American Scientist, 66(6), 704-711.

    Papadopoulos, N., & Heslop, L. A. (2014). Product-country images: Impact and role in
    international marketing. Routledge.

    Piller, I. (2003). 10. advertising as a site of language contact. Annual review of applied
    linguistics, 23, 170-183.

    Pitts, J. R. (1963). Continuity and change in bourgeois France. In In Search of France (pp.
    235-304). Harvard University Press.

    Peabody, D. (1985). National characteristics. Editions de la Maison des Sciences de
    l'Homme.

    Ray, N. M., Ryder, M. E., & Scott, S. V. (1991). Toward an understanding of the use of
    foreign words in print advertising. Journal of International Consumer Marketing, 3(4), 69-98.

    Suri, R., & Monroe, K. B. (2003). The effects of time constraints on consumers' judgments of
    prices and products. Journal of consumer research, 30(1), 92-104.

    Steenkamp, J. B. E. (1990). Conceptual model of the quality perception process. Journal of
    Business research, 21(4), 309-333.

    Tasci, A. D., & Knutson, B. J. (2004). An argument for providing authenticity and familiarity
    in tourism destinations. Journal of Hospitality & Leisure Marketing, 11(1), 85-109.

    Tsai, C. T. S., & Lu, P. H. (2012). Authentic dining experiences in ethnic theme restaurants.
    International Journal of Hospitality Management, 31(1), 304-306.

    Tavassoli, N. T., & Lee, Y. H. (2003). The differential interaction of auditory and visual
    advertising elements with Chinese and English. Journal of Marketing Research, 40(4), 468-480.

    Tavassoli, N. T., & Han, J. K. (2001). Scripted thought: Processing Korean Hancha and
    Hangul in a multimedia context. Journal of Consumer Research, 28(3), 482-493.

    Triandis, H. C. (1977). Cross-cultural social and personality psychology. Personality and
    Social Psychology Bulletin, 3(2), 143-158.

    Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic
    and foreign products. European journal of Marketing, 34(9/10), 1149-1166.

    Wind, H. G., & Vreugdenhil, C. B. (1986). Rip-current generation near structures. Journal of
    fluid mechanics, 171, 459-476.

    Wang, C. Y., & Mattila, A. S. (2015). The impact of servicescape cues on consumer
    prepurchase authenticity assessment and patronage intentions to ethnic restaurants. Journal of Hospitality & Tourism Research, 39(3), 346-372.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    111363078
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111363078
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

    Files in This Item:

    File SizeFormat
    307801.pdf9473KbAdobe PDF1View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback