許多人認為法國產品只是因為是法國人而更貴。本文評估法國對台灣人購買行為的影響。雖然有很多研究涉及原產國對購買決策的影響，但沒有一項涉及法國和台灣。近年來，消費者越來越關注質量。除了奢侈品之外，法國因其營銷高品質產品的聲譽而
以其他方式影響亞洲？本文采用定性方法，借鑒了對台灣家樂福和台灣消費者在遇到“法國製造”產品時的購買行為的深入專家訪談得出的見解。結果和討論表明，台灣人願意在法國商品上花更多錢，而不是在各種商品的本地替代品上。

Many people believe that French products are more expensive just for being French. This paper evaluates the French influence on Taiwanese purchasing behavior. Although there are many studies dealing with the impact of the country of origin on the purchase decision, none of them relate France and Taiwan. In recent years, consumers have become more concerned with quality. Beyond luxury products, France influences Asia in other ways due to its reputation for marketing high-quality products? This paper adopts a qualitative approach, drawing on insights derived from in-depth expert interviews that focuses on Carrefour Taiwan and on the purchasing behavior of Taiwanese consumers when encountering “Made in France” products. The results and discussion illustrate that Taiwanese people are ready to spend more on French goods than their local substitutes for a wide range of items.

Table of contents
Thesis/Dissertation Validation Letter i
Acknowledge ii
Abstract (Chinese) iii
Abstract (English) iv

Chapter 1: Introduction 1
I. Background 1
II. Research and objectives 2
III. Outline 2
IV. Presentation of Carrefour 3

Chapter 2 : Literature Review 5
I. Taiwanese Market 5
II. Country of Origin Effects 9
IV. French influence on the Taiwanese market 13

Chapter 3 : Research Methodology 16
I. Research Objectives 16
II. Research Method 16
III. Samplings 18
IV. Interview guide 19
V. Analysis Technique 20

Chapter 4: Analysis 21
I. Taiwanese market 21
II. COO effects 23

Chapter 5 : Conclusion 29
I. Discussion of the findings 29
II. Theorical Contribution 30
III. Managerial Invocations 30
IV. Limitations of the Research 31
V. Proposal for Future Research 32

References 34

Appendices 41
Appendix A: Interview guide of the qualitative research 41
Appendix B: Transcript of the interview with respondent 1 44
Appendix C: Transcript of the interview with respondent 2 51

Tables of figures
Figure 1: Food Choice Questionnaire Results (2001) 6
Figure 2: Countries Product Proportion (Carrefour 2021) 27

Tables of table
Table 1: Profil of the respondent 18

References

Agarwal, P. (2004). The effects of brands relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31 (1), 87-101.

Ahmed, S.A & d’Astous, A. (1994). Comparison of country-of-origin effects on household and organizational buyer’s product perceptions. European Journal of Marketing, 29 (3), 35-51.

Ahmed, Z.U., Johnson, J.P., & Bonn, L.C (2004). Does country of origin effects on household and organizational buyers’ product perceptions. European Journal of Marketing, 29 (3), 35-51.

American Marketing Association (AMA) (2007). Dictionary. Retrieved May 10, 2020 from http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=S.

Amine, L.S., Chao, M.C.H., & Arnold, M. J. (2005). Executive insights: Exploring the practical effects of country of origin, animosity and price-quality issues: Two case studies of Taiwan and Acer in China. Journal of International Marketing, 13 (2), 114–150.

Andrews, I.P & Valenzi, E.R. (1971). Effect of price information on product quality ratings. Journal of Applied Psychology, 55 (1), 87–91.

Armstrong, G. & Kotler, P. (2007). Marketing: An introduction, 8th ed. New Jersey: Pearson Prentice-Hall.

Arnould, E. J. (1989). Toward a broadened theory of preference formation and the diffusion of innovations: Cases from Zinder Province, Niger republic. Journal of Consumer Research, 16, 239-267.

Askegaard, S. & Ger, G. (1998). Product-country images: towards a contextualized approach.
European Advances in Consumer Research, 3, 50-58.

Bell, R., & Meiselman, H. (1995). The role of eating environments in determining food choice. In D. W. Marshall (Ed.), Food Choice and the Consumer (pp. 292–310). London: Chapman and Hall.

Bilkey W.J., & Nes, E. (1982). Country of origin effects on product evaluations. Journal of International Business Studies, 13 (1), 89-99.

Bearden, W.O., & Etzel, M.J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183-194.

Business France, (2021). Le marché des produits alimentaires transformés en Chine et à Hong Kong. The processed food market in China and Hong Kong. Retrieved May 11, 2021 from https://www.businessfrance.fr/le-marche-des-produits-alimentaires-transformes-et-gourmets- en-chine-et-a-hong-kong-2019

Brucks, M. (1985). The effect of product class knowledge on information search behavior.
Journal of Consumer Research, 12 (1), 1-16.

Caplen, B. (1989). Selling Quality in Cloneyland, Asian Business, (pp. 62‐3).

Carlson, R. (1971). Sex differences in ego functioning: exploratory studies of agency and communication. Journal of Consulting and Clinical Psychology, 37, (pp 267-277).

Carrefour Website, (2021). Retrieved May 11, 2021 from https://www.carrefour.com/en/group/history

Chang, H.H., Meyerhoefer, C.D. (2020). Covid-19 and the demand for online food shopping services: Empirical evidence from Taiwan. Agricultural & Applied Economics Association.

Chen, K. (2020). Worried about buying more? During the epidemic, Taiwanese people often shop online. Kantar Report on Covid-19. Retrieved May 10, 2020 from http://tns- global.com.tw/MailSources/InfoPulse/2020/COVID-19/Kantar_Taiwan_COVID- 19_Report3_ecommerce.pdf (in chinese)

Chen, M. -F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18 (7), 1008-1021.

Chen, M. -F. (2008). Consumer Trust in Food Safety: A multidisciplinary approach and empirical evidence from Taiwan. Risk Analysis, 28 (6).

Dinnie, K. (2003). Country-of-origin 1965-2004: A literature review. Journal of Customer Behaviour.

Donnellier, J. C. (1989). L'image des produits français de grande consommation à l'étranger.
The image of French consumer products abroad. Economie et Statistiques, 3-10.

Eeartmans, A., Victoir, A., Vansant, G., & Van den Bergh, O. (2005). Food-related personality traits, food choice motives and food intake: Mediator and moderator relationships. Food Quality and Preference, 16(8), 714-726.

Ericsson, G.M., Johansson, J.K., & Chao, P. (1984). Image variables in multi-attribute product evaluations: Country of origin effects. Journal of Consumer Research, 11 (9), 694-99.

France. Xerfi Groupes. (2020). Carrefour.

Friedman, J. (1990). Being in the world: Globalization and localization. Theory, Culture & Society. 7, 311-328.

Furst, T., Connors, M., Bisogni, C. A., Sobal, J., & Falk, L. W. (1996). Food choice: A conceptual model of the process. Appetite, 26, 247-265.

Han, C.M. (1989). Country image: Halo or summary construct? Journal of Marketing research, 26 (5), 222-229.

Hofstede, G. (2020). Hofstede: Cultural dimensions: Taiwan. Retrieved May 10, 2020 from https://www.hofstede-insights.com/country/taiwan/

Hong. S., & Wyer, R.S. (1989). Effects of country-of-origin and product attribute information processing perspective. Journal of Consumer Research, 16 (2), 175-187.

Huang, C. L., Kan, K., & Fu, T. T. (1999). Consumer willingness to pay for food safety in Taiwan: A binary ordinal Probit model of analysis. Journal of Consumer Affairs, 33, 76-91.

Huang, J. & Bouis, H. (2001). Structural changes in the demand for food in Asia: Empirical evidence from Taiwan, Agricultural Economics, 26 (1), 57-69.

Hsieh, J.Y., & Scammon, D.L. (1993). Cultural and economic antecedents to evolving consumer concerns in Taiwan. Journal of Consumer Policy, 16, 61-78.

Iacobucci, D., Ostrom, A. (1993). Gender differences in the impact of core and relational aspects of services on the evaluation of service encounters. Journal of Consumer Psychology, 2 (3), 257-286.

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

Johansson, J.K. (1989). Determinants and effects of the use of made in labels. International Marketing Review, 6 (1), 75-93.

Juang, B.F., (1973). A Study of Taiwan Consumers′ Attitude toward Foreign Products. Master′s dissertation, National Politics University, in Chinese.

Kamath, P., & Godin, C. (2001). French Carrefour in South-East Asia. British Food Journal, 103 (3), 479-494.

Kemp, S. (2021). Digital 2021: Taiwan. Retrieved May 10, 2021 from https://datareportal.com/reports/digital-2021-taiwan

Koromyslov, M. (2011), Le made in France en question : Pratiques et opinions des professionnels français du luxe. The made in France in question : Practices and opinions of French luxury professionals., Revue Française de gestion, 218.

Krishnakumar, P. (1974). An Exploratory Story of the Influence of Country of Origin on the Product Images of Persons from Selected Countries. PhD Thesis, The University of Florida, Talahassee.

Lampert, S.I and Jaffe, E.D. (1998). A dynamic approach to country-of-origin effect. European Journal of Marketing, 32, (1/2), 61-78

Lawrence, C., Marr, N.E & Prendergast, G. P. (1987). Country of origin stereotyping: A case study in the New Zealand motor vehicle industry. European Journal of Marketing, 26 (3), 37 – 51.

Lin, W. L., Sternquist, B. (1994) Taiwanese Consumers' Perceptions of Product Information Cues: Country of Origin and Store Prestige, European Journal of Marketing, 28 (1), 5-18.

Liao, T. C. The Study of Consumers′ Purchasing Preference about Products from Different Countries in the Consuming Market. Master′s dissertation, Tamkang University.

Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23 (5), 248-265.

Low, W. S., Lee J. D., Cheng, S. M. (2013). The link between customer satisfaction and price sensitivity: An investigation of retailing industry in Taiwan. Journal of Retailing and Consumer Services, 20 (1),1- 10.

Matousek. D. (2008). Marketing of a Foreign Automotive Brand in Taiwan : Case of Skoda (Unpublished MSc thesis), National Sun Yet-Sen University, Kaohsiung.

Melewar, T.C., Meadows, M., Zheng, W., & Richards, R. (2004). The influence of culture on brand building in the Chinese market: A brief insight. Brand Management, 11 (6). 449 – 461.

Monteleone, E., Dinnella, C., Endrizzi, I., & Spinelli, S. (2017). Exploring influences on food choice in a large population sample: the Italian Taste Project. Food quality and Preferences, 59.

Minton, H. L., Schneider, F. W. (1980). Differential Psychology Waveland Press, Prospect Heights, IL (1980)

Morello, G. (1984). The “Made in” Issue: A comparative research on the image of domestic and foreign products, European Research, 5-21.

Nagashima, A. (1970). A comparison of Japanese and U.S. attitudes toward foreign products.
Journal of Marketing, 34 (1), 68 – 74.

Papadopoulos, N. & Heslop, L. (1993). Product Country Image: Impact and role in International Marketing, International Business Press, London

Papadopoulos, N. & Heslop, L. (1993). Product and Country Images: Research and Strategy,
The Haworth Press, New York, NY

Papadopoulos, N. & Heslop, L. (2003). Country equity and product country images: State-of- the-art in research and implications. Handbook of Research in International Marketing.

Parameswaran, R. & Pisharodi, R.M. (1994). Facets of country-of-origin image: an empirical assessment. Journal of Advertising, 23, (1), 43-56.

Peterson, R.A. & Jolibert, A.J.P. (1995). A Meta-Analysis of Country-of-origin Effects.
Journal of International Business Studies, 26 (4), 883-900.

Petrick, J. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research 34 (2), 119 – 134.

Piron F. (2000). Consumers perceptions of the country-of-origin effects on purchasing intentions of conspicuous products. The Journal of Consumer Marketing, vol. 17, n° 4, p. 308- 317.
Pliner., & Hobden, K. (1992). Development of a scale to measure the trait of food neophobia in humans. Appetite, 19(2), 105-120.

Prescott, J., Young, O., O’Neill, L., Yau, N.J.N., Stevens, R. (2001). Motives for food choice: a comparison of consumers from Japan, Taiwan, Malaysia and New Zealand. Food Quality and Preference, 13, (2002), 489 – 495.

Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15, 253-264.

Saeed, S. (1994). Consumer evaluation of products in a global market. Journal of International Business Studies. 25 (3), 594 – 604.

Samli, A.C. (1995). International Consumer Behavior: Its Impact on Marketing Strategy Development, Quorum Books, New York, NY.

Schooler, R. (1965). Product bias in Central American common market. Journal of Marketing Research, 2 (11), 394 – 397.

Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, (24), 280 - 289.

Siegrist, M., Hartmann, C., & Keller, C. (2013). Antecedents of food neophobia and its association with eating behavior and food choices. Food Quality and Preference 30(2), 293- 298.

Sklair, L. (1994). The culture-ideology of consumerism in urban China: Some findings from a survey in Shanghai. In C. J. Schultz, 11, R. W. Belk, & G. Ger (Eds.), Research in consumer behavior (Vol. 7), 259-292.

Sobal, J., & Bisogni, C.A. (2009). Constructing Food Choice Decisions. Annals of Behavioral Medicine 38 Suppl 1 (S1), 37-46.

Srikatanyoo , N. & Gnoth, J. (2002). Country image and international tertiary education.

Journal of Brand Management, 10 (2), 139-146.

Tai, S., (2008). Relationship between the personal values and shopping orientation of Chinese Consumers. Asia Pacific Journal of Marketing and Logistics, 20 (4), 281-396.
Tang, C. C., & Wang, J. C. (2003). The strategy and myth of website marketing for agriculture.
Paper presented at the Symposium on Applications of Information Technology in Agriculture.

Teng, C.C., & Lu C.H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95-105.

Thakor, M. V. (1996). Brand origin: conceptualization and renew. Journal of Consumer Marketing, 13 (3), 27-42.
Universal Registration Document. 2019 Annual Financial Report (2019). Carrefour. Wansink, B., & Sobal, J. (2007). Mindless eating: the 200 daily food decisions we overlook.
Environment and Behavior, 39, 106-123.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (3), 2- 22.