來源國品牌權(quán)益和制造國國家權(quán)益對消費(fèi)者購買意愿的影響
發(fā)布時(shí)間：2019-02-13 00:57
【摘要】：對于來源國與制造國不同的品牌,影響消費(fèi)者購買意愿的因素包括來源國品牌權(quán)益、制造國國家權(quán)益等。通過在服裝行業(yè)的實(shí)證研究發(fā)現(xiàn),品牌權(quán)益對購買意愿有直接正向影響,產(chǎn)品感知質(zhì)量對購買意愿有直接正向影響,產(chǎn)品制造國國家權(quán)益對購買意愿的直接影響不顯著,但制造國國家權(quán)益通過產(chǎn)品感知質(zhì)量,間接影響消費(fèi)者的購買意愿。文章從學(xué)術(shù)角度豐富了相關(guān)理論在服裝行業(yè)的研究成果;對處于轉(zhuǎn)型升級期的國內(nèi)服裝企業(yè)來說,深入挖掘品牌權(quán)益內(nèi)涵并有效宣傳,能直接影響消費(fèi)者購買意愿;以產(chǎn)品質(zhì)量優(yōu)勢為名片建立消費(fèi)者信任,也是影響消費(fèi)者購買意愿的重要因素。
[Abstract]:For different brands in source country and manufacturing country, the factors influencing consumer's willingness to buy include brand equity of source country, national interest of manufacturing country and so on. Through empirical research in clothing industry, it is found that brand equity has a direct positive impact on purchase intention, product perceived quality has a direct positive impact on purchase intention, and national rights and interests of product manufacturing country have no direct impact on purchase intention. However, the rights and interests of manufacturing countries indirectly affect consumers' willingness to purchase through product perceived quality. The article enriches the research results of the related theories in the clothing industry from the academic point of view, for the domestic clothing enterprises in the period of transformation and upgrading, it can directly affect the consumers' purchase intention by digging into the connotation of brand rights and interests and effectively propagating; It is also an important factor to establish consumer trust with product quality advantage as business card.
【作者單位】： 北京服裝學(xué)院商學(xué)院;
【基金】：北京市教育委員會青年英才項(xiàng)目(YETP1404) 北京服裝學(xué)院科研專項(xiàng)(2013A-12);北京服裝學(xué)院科研重點(diǎn)專項(xiàng)(2015A-07)
【分類號】：F273.2;F426.86;F713.55
本文編號：2420990
[Abstract]:For different brands in source country and manufacturing country, the factors influencing consumer's willingness to buy include brand equity of source country, national interest of manufacturing country and so on. Through empirical research in clothing industry, it is found that brand equity has a direct positive impact on purchase intention, product perceived quality has a direct positive impact on purchase intention, and national rights and interests of product manufacturing country have no direct impact on purchase intention. However, the rights and interests of manufacturing countries indirectly affect consumers' willingness to purchase through product perceived quality. The article enriches the research results of the related theories in the clothing industry from the academic point of view, for the domestic clothing enterprises in the period of transformation and upgrading, it can directly affect the consumers' purchase intention by digging into the connotation of brand rights and interests and effectively propagating; It is also an important factor to establish consumer trust with product quality advantage as business card.
【作者單位】： 北京服裝學(xué)院商學(xué)院;
【基金】：北京市教育委員會青年英才項(xiàng)目(YETP1404) 北京服裝學(xué)院科研專項(xiàng)(2013A-12);北京服裝學(xué)院科研重點(diǎn)專項(xiàng)(2015A-07)
【分類號】：F273.2;F426.86;F713.55
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