Differences in consumer attitude toward the foreign car market in Taiwan, China, and Thailand in terms of factors motivating consumer decision to purchase or not purchase American-made vehicles.

摘要

The problem. The purpose of the study was to examine and measure the influence of demographic factors on consumers' attitudes toward American-made passenger vehicles. The study also discovered that consumers in three Asian countries were motivated by consumers' attitudes in their decisions to purchase or not purchase American-made vehicles.; Method. A descriptive study was conducted. The primary data was collected with two versions of the questionnaire in order to investigate consumers' attitudes toward American-made cars. The specific criteria for data sources were two hundred and fifty questionnaires distributed in Taiwan, China, and Thailand, for a grand total of seven hundred and fifty questionnaires. Pearson's Coefficient of Correlation Analysis was used to test the significance of relationships among variables. Student's t-test, Chi-square, and Analysis of Variance (ANOVA) were used to determine the difference between subgroup means. Student's t-test also was used to test the mean differences among consumers' attitudes in terms of their decisions to purchase American-made cars.; Results. The findings of this research indicated different demographic, cultural, country-of-origin effects on product attributes, and pre-purchase feedback variables have either positive or negative differences or relationships on the purchase decisions in Taiwan, China, and Thailand. The demographic variables also have positive or negative relationships or differences associated with culture, country-of-origin effects on product attributes, and pre-purchase feedback variables in Taiwan, China, and Thailand. Even though the diffusion of information variables has no relationship or differences associated with the purchase decision and demographic variables, the study also demonstrates that the respondents from different countries are affected differently by different methods of the diffusion of information.