今日國際間貿易往來頻繁各國產品彼此間競爭非常激烈。而企業因鑑於降低成本及規避保護主義等有利誘因，紛紛到海外生產，再行銷至當地或其他國家。許多國內外研究均指出，消費者對產品之品牌來源國形象是影響其是否購買因素之一;但是，對許多在不同國家設廠的企業而言，製造地的形象是否也會影響消費者對此品牌產品的態度呢?在少數幾篇國外研究中己有學者証實此論點;而國內迄今尚未有人研究過，故引發作者之研究動機。

本文主要的研究目的，是比較不同涉入程度(即消費者對一件事情、一件產品的關心程度的產品，探討品牌來源國形象、製造地形象、產品涉入程度、產品熟悉程度、社會人口統計變數(性別、年齡、所得、教育程度、職業)等五個變數對消費者之態度是否有顯著影響。研究方法以SAS/STATISTICS 軟体中之1-WAY MANOVA 及2-WAY ANOVA 為主。

研究結果顯示:不論就高涉入產品(以彩色電視機為研究產品)或是低涉入產品(以一般乾電池為研究產品)而言，品牌來源國形象及製造地形象對於消費者態度均有非常顯著的影響，且高涉入程度產品之係數較低涉入產品之係數更為顯著;而涉入程度僅對日本品牌不同地區造之低涉入產品有顯著影響;再者，產品熟悉度除了會顯著影響消費者日本品牌在不同地區製造之產品及美國、大陸製造之不同品牌國產品，餘均無影響;在人口統計變數方面，性別、年齡、所得、職業等變數均會對於不同品牌來源國及製造地之產品有顯著影響，但家庭平均月所得則無顯著影響。

一、中文部份
1 .周文賢，多變量統計分析--SAS/STATISTICS 使用方法。
2. 吳裕民，本國學生對國產品與進口品態度差異之研究，台灣大學商學研究所碩士論文，民國77年7 月。
3. 許士軍，新加坡消費者對不同來源地產品之知覺及態度，管理評論，民國76 年7 月，第5-23 頁。
4. 張秀惠，產品屬性、個人特徵與來源國形象之研究－以家電產品為例，台灣大學商學院究所碩士論文，民國78年6月。
5. 連聰政，不同來源國工業品供應商之形象研究，政治大學企業管理研究所碩士論文，民國77 年7 月。
6. 楊國樞，社會及行為科學研究法(上冊)，東華書局，74年1 月八版。
7. 楊福原，低涉入購買行為決策過程之實証研究，淡江大學管理研究所碩士論文， 74年8 月。
8. 詹炳發，台灣地區消費者對外國產品態度之研究，政治大學企業管理研究所碩士論文，民國62年7 月。
9. 練乃華，推薦式廣告之溝通效果研究，台灣大學商學研究所碩士論文， 79 年6 月。
10. 薛培亮，訊息涉入於廣告應用之研究，輔仁大學管理學研究所碩士論文， 79 年7 月。

二、英文部分
1.Anderson , W. T. and William H. Cunning Ham , "Guaging Foreign Promotion ," Journal of Advertising Research ,(Feb. 1972) :29-34.
2.Bannister , J. P. and Saunders J. A. , "UK Consumers' Attitude Towards Imports: The Measurement of National Sterotype Image" ,European Journal of Marketing , 12 , 8 , 1978. pp.29-38.
3.Bass , Frank M. and Talarzyk W. Wayne , "An Attitude Model for the Study of Brand Perferance" ,Journal of Marketing Research , Vol. 4, (Feb. 1972) :93-96.
4.Beckwith , Neil E. and Lehmann Donald. R., " The Importance of Halo Effects in Multi-Attribute Attitude Models “, Journal of Marketing Research , Vo l. 17 , (Aug. 1975) :265-275.
5.Berkwoitz , Eric N. , Kerin Roger A. & Rudelius William , Marketing , 2nd ed. Richard D. Irwin , 1989.
6.Bilkey , Warren J. , & Nes Erik , "Country-of-Origin Effects on Product Evaluation" , Journal of International Business Studies, Vol. 13 , (Spring/Summer 1982) :89-99.
7.Block , Peter H. and Marsha L. Richins , "A Theoretical Model for the Study of Product Importance Perception" , Journal of Marketing , Vol. 47 (Summer 1983) :69-81.
8.Bolch , Peter H. and Marsha L. Richins , "A Theoretical Model for the Study of Product Importance Perceptions" , Journal of Marketing , Vol. 47 , (Summer 1983): 69-81.
9.Cattin , Philippe , Jolibert Alain and Lohnes Colleen ," A Cross-Culture Study of "Made In" Concepts" , Journal of International Business Studies Vol. 13 , ( Winter 1982): 131-141.
10.Darson , Andrew R. and Marrison Diane M.”Predicting Contraceptive Behavior From Attitudes: A Comparison of Within- Versus Across- Subjects Procedures" , Journal of Personality & Social Psychology , Vol. 45 , No. 5 , (1 983):997-1009.
11.Dornoff , Ronard J. , Clint B. Tankersley and Gregory P. White , "Consumers' Perception of Impacts" , Akron Business and Economic Review , Vo l. 5 , (Summer 1974) :26-29.
12.Engel , James F. and Rodder、D. Blackwell, Consumer Behavior, 4th ed. New York: Dryden Press 1982.
13.Erickson , Gary M. , Johansson Johny K. and Chao Paul ," Image Variables in Multi-Attitude Product Evaluations: Country-of-Origion Effects" , Journal of Consumer Research , Vol. 11 , (Sep. 1984): 694-699.
14.Etzel , Michael J. and Walker Bruce J. , "Advertising Strategy for Foreign Products" , Journal of Advertising Research , 14, 3 , 1974 , pp.41-44.
15.Gaedeke , Ralph , "Consumer Attitudes Toward Products," Made In" Developing Countries" , Journal of Marketing Vol. 49 , No. 2 , (Summer 1973) :13-24.
16.Han C. Min , "Country Image: Halo or Summary Construct? " , Journal of Marketing. Vol. 26 , (May 1989): 222-229.
17.---------- and Tepstra Vern , "Country-of-Origion Effect for Uni-National and Bi-National Products" , Journal of International Business Studies , Vol. 19 , (Summer 1988):235-255.
18.Hawkins , D.I. , R. J. Best and K. A. Coney , Consumer Behavior: Implication for Markting ,Strategy Revised ed. 1983 , Business Publication. Inc , Plano , Texas , p.448.
19.Houston , Michael J. and Michael L. Rothschild , "A Praradigm for Research on Consumer Involvement ," Working Paper No. 11-77-46 , University of Wisconsin Madison.
20.Johansson , Johnny K. and Hans B. Thorelli , "International Product Positioning " , Journal of International Business Studies , (Fall 1985) :57-75.
21.Johansson, Johany K. and Nebenzahl Israel D., “Multinational Production: Effect on Brand Value" , Journal of International Business Study , (Fall 1986) :101-126.
22.Johansson , Johny K. Douglas Susan P. and Nonaka Ikujiro ,"Assessing the Impact of Country of Origion on Product Evaluations: A New Methodological Perceptive" , Journal of Marketing Research , Vol. 22 , (Nov. 1985) :388-396.
23.Tyebjee , Tyzoon T. "Respones Time , Conflict , and Involvement in Brand Choice , "Journal of Consumer Research , Vol. 6. (December 1979): 259-304.
24.Kapferfer , Jean-Noel and Laurent Gills , "Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement" , Journal of Advertising Research . Vol. 25 ,No. 6, (Dec. 1985/ Jan. 1986) :48-56.
25.Khanna , Sri Ram , "Asian Companies and the Country Stereotype Paradox: An Empirical Study”, Columbia Journal of World Business , 21 , 2, (Summer 1986) :29-38.
26.Krugman , Herbert E. , "The Impact on Television Advertising Learning Without Involement ," Public Opinion Quarterly , Vol. 29 , (Fall 1965) :349-356.
27.Laurent , Gilles and Kapferer Jean-Noel, "Measuring Consumer Involvement Profiles" , Journal of Marketing Research Vol.12, (Feb,1985):41-53
28.Matila, Johan A. and Carvey Davis W., “Four Subtle Sins in Marketing Research”’ Journal of Marketing, Vol.39,(Jan.1975):8-15.
29.Monroe, Kent B., “The Influence of Price Difference and Brand Familiarity on Brand Perference”, Journal of Consumer Research, Vol.3, (June 1976):42-49.
30.Nagashima, Akira, “A Comparsion of Japanese and U.S. Attitudes toward Foreign Products”, Journal of Marketing, Vol. 34.(Jan. 1970):68-74.
31____________, “A Comparative “Made In Product Image Survey Among Japanese Business, Journal of Marketing, (July 1977):95-100.
32.Narayana, Chem L., “Aggregate Images of American and Japanese Products: Implications on International Marketing”, Columbia Journal of World Business, Vol.16, (Summer 1981):31-35.
33.Ofir , Chezy and Lehmann Donald R., “Measuring Images of Foreign Products”, Coumbia Journal of World Business, Vol. 21, (Summer 1986):105-108.
34.Parameswaran, Ravi Yapark Attila, “A Cross-National Comparison of Consumer Research Measures”, Journal of International Business Studies , (Spring 1987) :35-49.
35.Peter. J. Paul and Olson Jerry C., Consumer Behavior, Richard D. Irwin. INC. , 1987.
36.Petty. Richard E. and John T. Caeioppo , Attitudes and Persuation: Classic and Contemporary Approaches , Dubuque , Iawa Wm C. Brown Co. , 1981.
37.Richins , Marsha L. and Peter H. Bolch , "After the New Wears Off: The Temporal Context of Product Involvement. , Journal of Consumer Research , Vol.13 (September 1986):280-285.
38.Richins , and Bloch , "After the New Wears Off: The Temporal Context of product Involvement" , Journal of Consumer Research, Vo l. 13 , (Sep. 1986).
39.Rothschild , Michael L. "Advertising Strategies for High and Low Invo1vement Situations." In Attitude Research P1ays for High Stakes , Edited by J. c. Maloney And B.Silverman, Chicago: American Marketing Association (1978):74-93
40.Schooler, Robert D., "Product Bias in the Central American Common Markt " Journal of Marketing Research, Vol. II, (Nov. 1965) :394-397.
41. _________and Albert R. Wildt, "Elasticity of Product Bias", Journal of Marketing Research, Vol. 5 , (Feb. 1968) :78-81
42.Slama , Mark E. and Armen Tashchian , "Selected Socioeconomic and Demegraphic Characteristics Associated with Purchasing Involvement" , Journal of Marketing , Vo l. 49 (Winter 1985) :72-82.
43.Dunn , S. Waston , "Effect of National Identity on Multinational Promotional Strategy in Europe" , Journal of Marketing , (Oct. 1975) :50-57.
44. Tongberg , R. C. , "An Empirical Study of Relationships Between Dogmatism and Consumer Attitudes Toward Foreign Products" , Ph. D. Dissertation , the Pennsylvania States University , 1972.
45.Traylor , H. B. , "Product Involvement and Brand Commitment ," Journal of Advertising Research , Vol. 21 , No. 6, (1 981): 27-33.
46.Vaughn , Richard "How Advertising Works: A Planning Model Revisited ," Journal of Advertising Research , (Feb. 1986) 57-66.
47.Wang , Chin-Kang , "The Effect of Foreign , Economics , Political and Cultural Environment on Consumers' Willingness to Buy Foreign Products" , Ph. D. Dissertation , Texas A & M University , 1978.
48.Zaichkowsky , Judith Lynne , "Measuring the Involvement Construct" , Journal of Consumer Research , Vo l. 12 , (Dec. 1985) :341-352.
49.Zajonc , R. B. , "Feeling and Thinking" , Amersician Psychologist , Vo l. 35 , No. 2 , (Feb. 1980) :151-175.