本研究的目的是想探討在手錶產業中，產品製造來源國、品牌來源國是否會影響國際間消費者的知覺品質及購買意圖，且以種族中心主義及使用者經驗為干擾變數，另外，本研究也想探討國家衝突是否也會影響知覺品質及購買意圖。本研究的樣本資料與資訊來源的收集方式是藉由紙本問卷發放及透過Skype通訊軟體的面談來收集問卷，且本研究的受訪者為來自不同國家的消費者。爾後，共回收三百份的問卷並進行分析，經由本研究之結果分析可發現到下列各點：首先，對於產品製造來源國及品牌來源國，這兩者對於知覺品質與購買意圖皆有正向的影響；其次，產品製造來源國與品牌來源國這兩者，對於知覺品質與購買意圖的形成，皆不會受到任何有關於種族中心主義和使用者經驗的干擾作用；最後，國家衝突(在本研究中列為一個新的變數)在本研究中，對於知覺品質與購買意圖會有影響。綜上所述，本研究認為產品製造來源國公司與品牌來源國公司皆須在消費者的心目中建立關於它們產品方面一個正向而且強烈的印象，才能夠增加購買者對於此產品購買意圖之百分比。

The purpose of this study is to examine the factors that affect perceived quality and purchase intention of watch product on international people. The factors include of country of manufacture, country of brand that moderated by ethnocentrism and user experience toward perceived quality and purchase intention. It is also to examine the influence of country conflict towards perceived quality and purchase intention. The information and data of this study was collecting by spreading out the questionnaire in person and through Skype call. Total of 300 questionnaires were retrieved in person, which the respondents are international people of various nationalities around the world.  The study is first found that countries of origin both manufacture and brand has positive affect toward perceived quality and purchase intention. Second, countries of origin both manufacture and brand that moderated by ethnocentrism and user experiences do not have any effect on perceived quality and purchase intention. Finally, country conflict, which is the new variable is this study, has an affect toward perceived quality and purchase intention. Therefore, the manufacturing and brand country companies should concentrate on building a positive and strong image of their products in the consumer’s mind so that it would increase the percentage of purchase intention.

Table of Contents
ACKNOWLEDGEMENT…………………………………………………………………I
ABSTRACTS…………………………………………………………………..………....II
LIST OF FIGURES…………………………………………………………………...…VI
LIST OF TABLES……………………………………………………………………...VII
CHAPTER 1 INTRODUCTION…………………………………………………………..1
1.1	Background……………………………………………………………………..…….1
1.2	Motivation………………………………………………………….………………..2
1.3	Objective.……………………………………………………………………..……...2
1.4	Structure of the paper….………………………………………………………….…3
CHAPTER 2 LITERATURE REVIEW…………………………………………………..4
2.1	Country of origin……………………………………………………………….……4
2.2	Ethnocentrism…………………………………………………………………….....8
2.3	Country Conflict…………………………………………………………………...11
2.4	User Experiences…………………………………………………………………..14
2.5	Perceived Quality………………………………………………………………….18
2.6	Purchase Intention…………………………………………………………………20
CHAPTER 3 METHODOLOGY………………………………………………………..23
3.1	Framework and Hypotheses……………………………………………………….23
3.1.1	Country of origin and Perceived Quality …………………………………………25
3.1.2	Country of origin and Purchase Intention…………………………………………25
3.1.3	Country of origin that moderated by Ethnocentrism on Perceived Quality….……25
3.1.4	Country of origin that moderated by User Experiences on Perceived Quality……26
3.1.5	Country of origin that moderated by Ethnocentrism on Purchase Intention………26
3.1.4	Country of origin that moderated by User Experiences on Purchase Intention...…27
3.1.7	Country conflict and Perceived Quality…………………………………………...27
3.1.8 Country conflict and Purchase Intention…………………………………………...28
3.2	Definition and Measurement of variables………………………………………….29
3.2.1	Country of origin…………………………………………………………………..29
3.2.2	Consumer Ethnocentrism………………………………………………………….30
3.2.3	Product Using Experience………………………………………………………….31
3.2.4	Country Conflict…………………………………………………………………...32
3.2.5	Perceived Quality…………………………………………………………………..33
3.2.6	Purchase Intention…………………………………………………….……………34
3.3	Sample and Method………………………………………………………………..35
3.3.1	Research Sample…………………………………………………………………...35
3.3.2	Questionnaire design……………………………………………………………….35
CHAPTER 4 RESULTS OF THE RESEARCH…………………………………...........37
4.1	Sampling Analysis…………………………………………………………………37
4.1.1	Descriptive Statistics……………………………………………………………….41
4.1.2	Reliability Analysis………………………………………………………………...42
4.2	ANOVA Analysis…………………………………………………………………..43
4.3	Additional Analysis…………………………………………………………………49
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS……………………………....…51
5.1	Discussion and conclusions…………………………………………………….…..51
5.1.1 Country of Manufacture and Country of Brand toward Perceived Quality………..53
5.1.2 Country of Manufacture and Country of Brand toward Purchase Intention……….53
5.1.3 COM and COB moderated by Ethnocentrism toward Perceived Quality…..…..….53
5.1.4 COM and COB moderated by Ethnocentrism toward Purchase Intention…..……..54
5.1.5 COM and COB moderated by User Experiences toward Perceived Quality……....54
5.1.6 COM and COB moderated by User Experiences toward Purchase Intention…........54
5.1.7 Country Conflict towards Perceived Quality and Purchase Intention……....……...54
5.2	Managerial Implication…………………………………………………………….55
5.3 	Limitations and Future Research…………………………………………………..56
5.3.1 Limitations…………………………………………………………………………..56
5.3.2 Future research……………………………………………………………………..56
REFERENCES…………………………………………………………………………...57
APPENDICES……………………………………………………………………………70
QUESTIONNAIRE IN ENGLISH	………………………………………………………70

List of Figures
Figure 1.1 Procedures of the research……………………………………………………..3
Figure 2.4 Interaction of user and product toward experience……………………..……16 
Figure 3.1 Main research framework……………………………..……………………...23
Figure 3.2 A framework of additional analysis………........…........…………....………..24

List of Tables
Table 2-1: Examples of previous literature review of COO definitions…………………..5
Table 3-1: the measurement of Ethnocentrism………………………………...................30
Table 3-2: the measurement of Product Using Experience………………………………31
Table 3-3: the measurement of Perceived Quality……………………………………….33
Table 3-4: the measurement of Purchase Intention………………………………………34
Table 4-1: Characteristic of respondents…………………………………………………37
Table 4-2: Characteristic of respondents…………………………………………………39
Table 4-3: Characteristic of respondents…………………………………………………40
Table 4-4: The most important factors that use to consider when buying watch…………41
Table 4-5: Descriptive Statistics………………………………………….………………41
Table 4-6: Tests of Between-Subjects Effects COM-COB-PerceivedQ…………………43
Table 4-7: Tests of Between-Subjects Effects COM-COB-PI…………………...............44
Table 4-8: Tests of Between-Subjects Effects COM-COB-Ethno-PQ…………………..45
Table 4-9: Tests of Between-Subjects Effects COM-COB-Ethno-PI…………………....46
Table 4-10: Tests of Between-Subjects Effects COM-COB-UX-PQ…………………....47
Table 4-11: Tests of Between-Subjects Effects COM-COB-UX-PI…………………......48
Table 4-12: Tests of Between-Subjects Effects Country conflict-PQ…………………....49
Table 4-13: Tests of Between-Subjects Effects Country conflict-PI…………………….50
Table 5-1: Summaries Results of all Hypotheses…………………...................................51

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