[[abstract]]如何傳遞消費者所需要之價值，是未來之品質管理、及維持長期顧 客關係的關鍵成功因素之一。既有文獻顯示產品外部屬性線索(extrinsic cues)，例如，價格、品牌名稱、品牌來源國等，均會影響消費者知覺價 值。然而既有文獻鮮少探討廣告訴求之影響。廣告訴求是包含特別的構 思或創意的訊息，希望影響、說服或改變消費者對產品之品質或利益的 信念與態度。因此，本研究認為廣告訴求應該與消費者知覺價值具有相 關性。 此外，產品來源國的多樣性為全球化的特色之一。既有文獻顯示， 當來源國不同時，產品外部屬性線索對消費者知覺價值之影響並不相 同。因此本研究認為品牌來源國形象對廣告訴求與消費者知覺價值的關 係應該具有干擾效果。 本研究擬以多屬性模式(multi-attribute)針對手機消費者分析上述之假 設，並分兩個階段來進行研究。第一個階段為前測調查(pretest study)，以 建構具有信度與效度之虛擬手機平面廣告，並檢測相關研究變數之信度 與效度。在第二個階段，本研究將根據第一階段所得到之虛擬手機平面 廣告與量表，以實證資料檢定假設。最後，針對研究結果提出理論與管 理上之含意。 Delivering consumer value is one of the key success factors of quality management and customer relationship management in the future. Although many studies have shown that extrinsic product cues, such as prices, brand names, and country-of-origin, are related to consumer perceived value, little research has paid attention to the effects of advertising appeals on consumer perceived value. Advertising appeals are used to change consumers’ beliefs of and attitudes towards the quality or benefits of the advertised products. In addition, the heterogeneity of country-of-origin (COO) is one of the features of the globalization era. Existing literature has shown the moderating effects of COO on the relationships between other extrinsic product cues on consumer perceived value. This research therefore proposes that advertising appeals are related to consumer perceived value, and that COO is a significant moderator of the aforesaid relationship. Using the consumers of wrist watches, this research will apply a multi-attribute model to test our hypotheses. Two studies will be conducted. The first study, a pretest study, is aimed to construct reliable and valid print advertisements that are to be used as stimuli in the second study, and to test the reliability and validity of related research variables. In the second study, we will infer and empirically investigate the relationships between advertising appeals and consumer perceived value, and the moderating effects of COO on the aforesaid relationships. We will conclude with a discussion of the theoretical and managerial implications of this research
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