消費者在進行葡萄酒選購時，通常很難有機會在購買葡萄酒前先進行試飲，因此消費者也只能透過各種不同的產品線索來進行葡萄酒的購買決策，例如酒體顏色、風味描述、葡萄品種、葡萄酒年份、來源國、葡萄酒包裝、酒標、品牌、價格、酒標設計、酒標顏色、酒瓶設計、獎項、口碑、人氣程度、受到專家肯定及推薦等資訊。

過去在涉及國家形象的葡萄酒研究中，多僅從來源國的角度探討葡萄酒的生產製造的國家如何影響消費者對於葡萄酒的選擇，但近十年因消費者藉由網路取得各種評論與資訊變得更加容易，消費者在參考口碑後進行產品決策的機會提升了，除了參考本國或本地消費者的口碑或評論之外，消費者也可能參考其他國家消費者評價或口碑而進行產品決策，Chen, Wang and Huang(2020)學者以此新興現象提出與來源國互補之理論「參考國效應(country of reference, COR)」，其核心意義為「本國消費者參考其他國家或地區消費者選擇或使用的產品來進行購買決策」。

在台灣葡萄酒的實際銷售場景中，特別是在沒有酒類銷售服務人員的超市和賣場貨架上，以及臉書社群平台上的進口葡萄酒代理與推廣粉絲專頁中，也已開始會見到仰賴參考國效應所進行的葡萄酒推廣廣告。本研究利基於參考國效應而進行葡萄酒的實證研究，欲探討廣告中的參考國訊息，其所具備的不同特性會如何影響本國消費者對於葡萄酒的產品態度。本研究想探討的參考國的特性有兩種，一種是帶有一般國家形象，如一國的經濟水準高低是否影響消費者對於葡萄酒的產品態度；另一種參考國則帶有特定產品形象，特別是葡萄酒產製能力的形象，是否也影響消費者對葡萄酒的產品態度。

When consumers are shopping for wine, it is usually difficult for them to have the opportunity to taste the wine before purchasing. Therefore, consumers can only make wine purchase decisions based on various product clues, such as wine body color, flavor, etc. Description, grape variety, wine year, country of origin, wine packaging, wine label, brand, price, wine label design, wine label color, wine bottle design, awards, word of mouth, popularity, recognition and recommendation by experts, etc.
In the past, in wine research involving country image, most of them only explored how the country of wine production affects consumers' choice of wine from the perspective of the country-of -origin (COO). However, in the past ten years, it has become easier for consumers to obtain various reviews and information through the Internet, and the opportunity for consumers to make product decisions after referring to word-of-mouth has increased. In addition to referring to word-of-mouth or reviews of domestic or local consumers, Consumers may also refer to consumer reviews or word-of-mouth in other countries to make product decisions. Chen, Wang and Huang (2020) proposed "country-of-reference (COR)", that is, "consumers in their own country refer to products selected or used by consumers in other countries or regions to make purchase decisions", which can complement the COO.
In the actual sales scene of Taiwanese wines, especially on the shelves of supermarkets and stores without wine salespersons, as well as on fan pages on Facebook social platforms, we have also begun to see wine advertisements using the information of COR. This study is an empirical study based on the COR theory, and intends to explore how different characteristics of the COR information in advertisements will affect the product attitudes of consumers in Taiwan towards wine.
There are two characteristics of the COR that this research wants to explore. One is general national image, such as whether a country’s economic level affects consumers’ attitudes towards wine products; the other is specific product image. In particular, whether the image of wine production capacity also affects consumers' attitudes towards wine products.

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