發(fā)布時間：2019-02-13 00:57

【摘要】：對于來源國與制造國不同的品牌,影響消費者購買意愿的因素包括來源國品牌權益、制造國國家權益等。通過在服裝行業(yè)的實證研究發(fā)現(xiàn),品牌權益對購買意愿有直接正向影響,產(chǎn)品感知質量對購買意愿有直接正向影響,產(chǎn)品制造國國家權益對購買意愿的直接影響不顯著,但制造國國家權益通過產(chǎn)品感知質量,間接影響消費者的購買意愿。文章從學術角度豐富了相關理論在服裝行業(yè)的研究成果;對處于轉型升級期的國內(nèi)服裝企業(yè)來說,深入挖掘品牌權益內(nèi)涵并有效宣傳,能直接影響消費者購買意愿;以產(chǎn)品質量優(yōu)勢為名片建立消費者信任,也是影響消費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】： 北京服裝學院商學院;
【基金】：北京市教育委員會青年英才項目(YETP1404) 北京服裝學院科研專項(2013A-12);北京服裝學院科研重點專項(2015A-07)
【分類號】：F273.2;F426.86;F713.55

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