本文選題：來源國效應(yīng) + 具體情緒��； 參考：《華東師范大學(xué)》2013年博士論文

【摘要】：消費者在對來自某國的產(chǎn)品進行評價和判斷時,總會受到對該國總體性認(rèn)知的影響,尤其是當(dāng)消費者對產(chǎn)品的其它屬性信息不夠了解時,來源國作為產(chǎn)品和品牌評價的一個重要信息線索,會左右整個消費決策的過程,這即為來源國效應(yīng)。在西方的營銷學(xué)領(lǐng)域中,研究者們從來源國效應(yīng)的表現(xiàn)、作用機制及影響因素等多個角度進行了探索,而對于“中國制造”被長期賦予的價廉質(zhì)低的刻板印象,中國的營銷學(xué)者也就如何規(guī)避來源國負面效應(yīng)的問題提出了企業(yè)市場營銷的策略建議。但其中,將消費者的情緒特點與來源國效應(yīng)相結(jié)合的研究卻十分鮮見。實際上,情緒雖然是即時性的,卻足以在消費決策中對品牌的來源國效應(yīng)產(chǎn)生影響,甚至可以獨立于產(chǎn)品自身屬性特征而成為“國家品牌資產(chǎn)”的一個重要來源。 本研究探討積極的、具體情緒對品牌來源國效應(yīng)的影響問題,并將情緒視為一個具有多種認(rèn)知屬性的復(fù)雜體,基于情緒對認(rèn)知影響的情感注入模型(AIM)研究情緒的各種屬性特征作用于來源國效應(yīng)的不同認(rèn)知模式。 本文主要分為如下幾個部分： 第一章為引言。提出本文的研究背景,要解決的主要問題以及研究具有的理論與現(xiàn)實意義。 第二章為文獻綜述與研究假設(shè)的提出。系統(tǒng)回顧來源國效應(yīng)研究,以及情緒與認(rèn)知關(guān)系研究的歷史與現(xiàn)狀,介紹在這兩個研究領(lǐng)域中的基本概念、主要理論、研究的體系,在此基礎(chǔ)上,將兩個領(lǐng)域的理論相結(jié)合提出本文的研究假設(shè)。 第三章和第四章為本文的主體研究部分,共包括八個行為實驗。第三章基于具體情緒的自我一他人認(rèn)知指向特征,通過實驗1和實驗2揭示了情緒的指向性與信息指向性之間存在的匹配關(guān)系,即在自我指向的高興和驕傲情緒狀態(tài)下,消費者對強調(diào)“個人”的廣告產(chǎn)品評價更為積極,在他人指向的平和和共情情緒狀態(tài)下,消費者對強調(diào)“我們”的廣告產(chǎn)品評價更為積極。實驗3和實驗4將情緒指向與信息指向之間的匹配關(guān)系延伸至來源國效應(yīng)的問題中,證明了情緒的指向性與來源國文化特征指向性之間的匹配關(guān)系。研究將美國作為西方個人主義文化的代表,將中國作為東方集體主義文化的代表。結(jié)果表明：當(dāng)將強調(diào)獨立自我的美國作為產(chǎn)品的來源國時,在指向自我的高興情緒條件下較指向他人的平和情緒條件下,消費者態(tài)度更為積極；但對于中國產(chǎn)品的消費者態(tài)度沒有受到情緒類型的顯著影響。由此,出現(xiàn)了在高興情緒條件下,美國與中國相比的來源國優(yōu)勢效應(yīng)突出,但在平和條件下,美國品牌的優(yōu)勢來源國效應(yīng)受到削弱的現(xiàn)象。 第四章結(jié)合了情緒的基本屬性維度即喚醒水平和正負效價,進一步探討情緒與來源國效應(yīng)之間的交互作用。在針對喚醒水平特征的研究中,通過引入品類變量(實驗5)以及附加產(chǎn)品信息變量(實驗6和實驗7),操縱加工任務(wù)的復(fù)雜程度,以獲得在不同認(rèn)知方式下,情緒對來源國效應(yīng)的影響作用。實驗5將印度視為負面、并強調(diào)相依自我的集體主義文化的來源國。結(jié)果表明：在加工任務(wù)相對簡單時,情緒喚醒度激發(fā)的啟發(fā)式?jīng)Q策在認(rèn)知過程中發(fā)揮主要作用,消費者傾向于依據(jù)印度這一負面來源國的刻板印象對產(chǎn)品做出評價；當(dāng)加工任務(wù)相對復(fù)雜時,具體情緒的認(rèn)知指向特征發(fā)揮主要作用,表現(xiàn)為在與印度文化相匹配的他人指向情緒下,印度產(chǎn)品較無來源國信息的產(chǎn)品獲得了更積極的消費者態(tài)度。與此相似,附加的一致性屬性信息也同樣可以增加認(rèn)知任務(wù)的復(fù)雜程度(實驗6),在此條件下,與中國作為來源國相匹配的平和情緒較不匹配的高興情緒下,會產(chǎn)生更積極的消費者態(tài)度。但是,當(dāng)呈現(xiàn)不一致的附加信息時(實驗7),則由于引發(fā)過度的認(rèn)知加工負荷,進入情緒的低卷入模式,使得消費者主要依據(jù)產(chǎn)品屬性進行決策,來源國效應(yīng)消失。在針對情緒正負效價維度的研究中,實驗8發(fā)現(xiàn)自我—他人的認(rèn)知指向與來源國文化特征之間的匹配關(guān)系會在負性情緒條件下發(fā)生反轉(zhuǎn),表現(xiàn)為：在指向自我的負性情緒條件下,美國作為來源國時較中國作為來源國時,消費者的購買意愿更低。 第五章和第六章為總體結(jié)論和討論。指出本文在多種情緒屬性對認(rèn)知影響的不同模式方面,以及在來源國效應(yīng)的影響因素方面所具有的研究創(chuàng)新性。圍繞本研究結(jié)論的應(yīng)用價值問題,分別對國家形象、國家產(chǎn)品層面的營銷戰(zhàn)略以及具體的營銷措施進行了討論。同時,對研究的不足以及解決方法進行了分析,比如在情緒啟動和測量中存在的問題等。最后,對未來研究提出了建議,包括從認(rèn)知主體層面開展情緒與來源國效應(yīng)的關(guān)系研究,以及將更多具體情緒屬性與來源國效應(yīng)相結(jié)合開展的研究。
[Abstract]:Consumers making the judgment from a country in the product, will impact on the country's overall cognition, especially when the consumer is not enough understanding of other attributes of information products, an important information source country as product and brand evaluation, process will be around the entire consumer decision-making, which is country of origin effect. In the western areas of marketing, researchers from the country of origin effect performance, multi angle mechanism and the influencing factors are explored, and for the moment in high quality China manufacturing "has long been given low impression, China marketing scholars on how to avoid the negative effect of the source the problems and proposes some suggestions for enterprise marketing. But among them, will study the mood characteristics and country of origin effect consumer's combination is very rare. In fact, although the mood is immediate, but enough It has an impact on the source country effect of brand in consumer decision making, and can even become an important source of "national brand equity" independent of the product's own attributes.
This study examines positive, specific emotional impact on country of origin effect, and emotion as a complex body with a variety of cognitive attributes, injection model based on the influence of emotion on cognitive model (AIM) with different cognitive attributes of emotion to the country of origin effect.
This article is divided into the following parts:
The first chapter is the introduction. It puts forward the background of the study, the main problems to be solved and the theoretical and practical significance of the study.
The second chapter is literature review and research hypotheses. A systematic review of country of origin effect research, and the research history and status quo of the relationship between emotion and cognition, introduces the basic concept in the two field in the research of the main theories and research system, on the basis of this, the two field combined with the theory put forward the research hypothesis in this paper.
The third chapter and the fourth chapter is the main part of the paper consists of eight experiments. The third chapter is a specific emotional self others based on cognitive point features, through the experiment 1 and 2 reveals the emotion focus and information points to the existence of the matching relationship between the happy and proud mood to me under the consumer emphasis on advertising product evaluation individual "more active in peace and empathy, emotional state and other oriented, consumer advertising product evaluation stressed that" we "are more positive. In Experiment 3 and 4 will point to the emotion and information to the matching relationship between extended to the country of origin effect the problem, that emotion focus and characteristics of country of origin cultural point matching relationship between. Research will be the United States as the representative of western culture of individualism, collectivism as the East will Chinese The representative. The results show that when the United States will emphasize the independent self as the country of origin, in self happy emotional conditions than others to calm and emotional conditions, consumer attitudes are more positive; but for China products consumer attitudes are not significantly affected emotional types. Thus, there in a happy mood condition, country of origin and compared the advantage of the United States China effect is outstanding, but in the peaceful conditions, advantages of country of origin effect of American brands weakened phenomenon.
The fourth chapter combines the basic attributes of the dimension of emotional arousal and positive and negative valence, to further explore the interaction between emotion and country of origin effect. In a study of arousal level characteristics, through the introduction of category variables (Experiment 5) and additional product information variables (Experiment 6 and Experiment 7), the complexity of handling processing tasks and in order to obtain different cognitive styles under the influence of emotion on country of origin effect. In Experiment 5, India is seen as negative, and stressed that the country of origin dependent self collectivism culture. The results showed that: in the processing task is relatively simple, heuristic decision of the excited emotions play a major role in the cognitive process. Consumers tend to stereotype the negative impression of India on the basis of the source country to evaluate products; when the processing task is relatively complex, specific emotional cognitive characteristics to play the main role, The performance in the match with India culture and other directed emotions, India is the country of origin of the product information products have had more positive attitudes of consumers. Similarly, the complexity of the consistency property of additional information can also increase the cognitive task (Experiment 6), in this condition, the country of origin match the mood is not calm, happy mood as Chinese, will have a more positive attitude to consumers. However, when presenting additional information when inconsistent (Experiment 7), due to excessive load caused by cognitive processing, emotional low involvement into the model, mainly based on product attributes that consumers make decisions, disappear country of origin effect. In the research of positive and negative emotion potency dimension, Experiment 8 found self other cognitive point and matching relationship between the characteristics of country of origin culture will reverse in negative emotional conditions, It shows that, when the United States is a source country as a source country when it points to the negative emotion of self, the consumer's willingness to buy is lower.
The fifth chapter and the sixth chapter is the overall conclusion and discussion. This paper pointed out that the effect of different modes of cognition in a variety of emotional attributes, and influence factors on country of origin effect of the innovative research. The application value of issues surrounding the conclusion of the study, respectively on the national image, national level product marketing strategy and specific the marketing measures are discussed. At the same time, the lack of research and solving methods are analyzed, such as in the presence of emotion and measurement problems. Finally, suggestions for further study, including the research on the relationship between emotion and country of origin effect carry out from the cognitive level, and will carry out the research on more specific emotions the attribute of country of origin and effect of the combination.

【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：F713.55

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