Proceedings of Global Business and Social Science Research Conference
11 - 13 May 2015, Grand Mirage Hotel, Bali, Indonesia, ISBN: 978-1-922069-75-7
How Consumer’s Perception toward Strategic Alliance Products:
The Consideration of Multiple Fit Factors
Chung-Lin Doung1
In the new economy, where the market globalization and technological innovation have broken down the
barriers between sectors, competition becomes more and more intensive and heated. The increasing use of
strategic alliances has made it become an important and worldwide mechanism, particularly in
high-technology industries where a single company cannot dominate any technology or business by itself.
There are rich of prior studies about strategic alliances, however, most of scholars focused on
organizational perspective, and they used Technology Acceptance Model (TAM) to explain customer
behavior in technology acceptance.
According to Booz-Allen & Hamilton, strategic alliances are sweeping through nearly every industry and are
becoming an essential driver of superior growth. In addition, innovation in technology has become more
diversified, this leads to the increasing the phenomenon of forming strategic alliances among high-tech
companies. Based on the un-sufficient of previous researches, the current paper pays attention on Strategic
Alliance Product (SAP), which is normally the result of strategic alliances.
The study will utilize technology acceptance model (TAM) in integration with fit factors (Product fit, Brand fit,
Country of origin fit) to explore customer purchase intention toward SAP. With this purpose, the study will be
achieved by testing the influences of TAM elements (Perceived ease of use, perceived usefulness) and fit
factors (brand fit, product fit, country of origin fit) on customer attitude. Data was collected from 539
students of seven different departments in Southern Taiwan University. Confirmatory factor analysis (CFA)
with Amos 6.0 was carried out to ensure validity and reliability of measurement constructs. Then, Structural
Equation Modeling (SEM) is used to test the structural relationships among variables.
The result reveals that TAM model and fit factors have significant effect on the customer attitude toward
strategic alliance product, which in turn has critical effect on customer intention. This finding will be useful
contribution for consumer behavior literature and proving a foundation for further academics and practical
research in marketing and management.
Keywords: Multiple Fit Factors, Technology Acceptance Model, Strategic Alliance Products,
Purchase Intention, International Marketing.
Track: Marketing – Consumer Behavior
1
Chung-Lin Doung is a Ph. D. candidate at business administration, National Chengchi University, Taiwan.
e-mail: linoscar@ms38.hinet.net. Telephone number:886-937458697
Mailing address: No.64, Sec. 2, Zhinan Rd., Wenshan Dist., Taipei City 116, Taiwan (R.O.C.), National
Chengchi University, Business Administration.