探討影響越南消費者使用國內產品之因素：檢驗國家驕傲、民族優越感及自我覺察之角色

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-管理科學碩博士班 > Item 987654321/25678

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題名:	探討影響越南消費者使用國內產品之因素：檢驗國家驕傲、民族優越感及自我覺察之角色
其他題名:	Assessing the Factors Driving Customers to Purchase Domestic Products in Vietnam: Examining the Roles of National Pride, Ethnocentrism and Self-awareness
作者:	楓婷 PHUNG, THI THU THUY
貢獻者:	企業管理學系管理科學碩博士班吳萬益;廖英凱 WU, WAN-YI;LIAO, YING-KAI
關鍵詞:	Domestic Product;Consumer Decision-Making Style;National Culture;National Pride;Marketing Strategy;Self-Awareness;Ethnocentrism;Self-Efficacy
日期:	2017
上傳時間:	2017-12-06 15:47:01 (UTC+8)
摘要:	Economists believe that the behavior of consumers in one country in relation to the commodity and services produced in the country is the main factor affecting the economic development of that country. With the opening of the economic integration into the region and the world, on the Vietnam market today, consumers can easily learn and choose goods with multiple quality levels of products, prices, types, different code samples, which are produced from many different countries. Choose domestic or foreign goods? Perhaps this is a question often posed to consumers when purchasing.　　Thesis ＂Assessing the Factors Driving Customers to Purchase Domestic Products in Vietnam: Examining the roles of national pride, ethnocentrism, self-awareness＂ was performed for the purpose of examining the role the concept of national pride, ethnocentrism, self-awareness, assess the value of domestic goods and willingness to purchase consumer internal market in Vietnam.　　Furthermore, to discuss the moderating effect of marketing strategy and self-efficacy on the proposed relationships. These relationships are proposed at Vietnam market to test the integrated model. After collect and analysis data, the result show that 13 hypothesis is significant and 1 hypothesis is rejected. These findings provide an important implication for the companies which intend to develop its products in the domestic market. This study also points out that to achieve the best result, domestic companies should focus on seven factors when building marketing strategies for their products in the domestic market. Furthermore, some directions for possible future research are also identified.
顯示於類別:	[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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