國(guó)家形象和品牌形象對(duì)于產(chǎn)品評(píng)價(jià)的影響研究
發(fā)布時(shí)間：2019-07-09 20:32
【摘要】：21世紀(jì)的世界是一個(gè)全球化的世界,在許多方面國(guó)際間的邊界幾乎已經(jīng)被完全打破。早在上個(gè)世紀(jì)90年代,經(jīng)濟(jì)全球化的浪潮就已經(jīng)到來(lái),人類不知不覺(jué)中已經(jīng)處在一個(gè)一體化的國(guó)際經(jīng)濟(jì)格局中�？茖W(xué)技術(shù)特別是信息技術(shù)的飛速發(fā)展不僅使地球變得越來(lái)越扁平,更使國(guó)與國(guó)之間的商貿(mào)活動(dòng)變得更加快捷和便利,世界每個(gè)角落里的消費(fèi)者都因此面臨著前所未有的消費(fèi)選擇空間。原本在地理區(qū)隔下相互獨(dú)立、存在差異的各國(guó)市場(chǎng),已經(jīng)在同步運(yùn)轉(zhuǎn)著相同的機(jī)制,流通著相同的商品。消費(fèi)者突然有一天發(fā)現(xiàn),自己的身邊充滿了來(lái)自各國(guó)不同品牌的產(chǎn)品,而且這些產(chǎn)品單從外觀、性能、質(zhì)量等方面,根本無(wú)法準(zhǔn)確區(qū)分。他們?cè)诘玫礁嘞M(fèi)選擇的同時(shí),也不得不做出更多的取舍與決策。對(duì)于各國(guó)企業(yè)來(lái)說(shuō),消費(fèi)者對(duì)于產(chǎn)品做出的評(píng)價(jià)此時(shí)在白熱化的市場(chǎng)競(jìng)爭(zhēng)中變得異常重要。資本追求效率的流動(dòng),讓國(guó)際分工變得再自然不過(guò),甚至產(chǎn)地都無(wú)法讓消費(fèi)者確信產(chǎn)品真正的來(lái)源,“混血”產(chǎn)品更加劇了消費(fèi)者產(chǎn)品評(píng)價(jià)的復(fù)雜性和波動(dòng)性。 每個(gè)企業(yè)都希望自己的目標(biāo)客戶群體能為自己投下貨幣選票,這是企業(yè)生存發(fā)展的唯一途徑。正是因?yàn)槿绱?西方的營(yíng)銷學(xué)者和管理實(shí)踐家們不斷地在尋找消費(fèi)者產(chǎn)品評(píng)價(jià)的來(lái)源和影響因素。有些學(xué)者注意到產(chǎn)品來(lái)源國(guó)的國(guó)家形象和產(chǎn)品自身品牌形象是影響消費(fèi)者對(duì)產(chǎn)品做出評(píng)價(jià)的關(guān)鍵所在,他們從社會(huì)科學(xué)的不同角度進(jìn)行觀察、實(shí)驗(yàn),運(yùn)用各種數(shù)理統(tǒng)計(jì)方法,經(jīng)過(guò)嚴(yán)格的調(diào)查分析,對(duì)于國(guó)家形象、品牌形象的特性、作用和影響效果做出了很多研究。幾乎在同時(shí),另外一些學(xué)者也發(fā)現(xiàn)不同的消費(fèi)者面對(duì)相同的產(chǎn)品,或者相同的消費(fèi)者面對(duì)不同的產(chǎn)品,外部因素的刺激所產(chǎn)生的影響效果卻不一樣。他們使用了產(chǎn)品FCB屬性來(lái)解釋產(chǎn)品的差異情況,而用愛(ài)國(guó)心等相關(guān)概念作為對(duì)消費(fèi)者的區(qū)分方式。 本文回顧分析了現(xiàn)有關(guān)于國(guó)家形象、品牌形象、愛(ài)國(guó)心、產(chǎn)品FCB屬性和產(chǎn)品評(píng)價(jià)方面的理論文獻(xiàn),對(duì)于各個(gè)理論分支和研究成果進(jìn)行了相應(yīng)的辨識(shí)、分類和梳理剖析。當(dāng)消費(fèi)者評(píng)價(jià)產(chǎn)品時(shí),往往使用產(chǎn)品來(lái)源國(guó)家的國(guó)家形象作為參照,產(chǎn)生各種產(chǎn)品來(lái)源國(guó)心理效應(yīng)。同樣,品牌也是影響消費(fèi)者產(chǎn)品評(píng)價(jià)的重要因素,品牌的態(tài)度、價(jià)值參與構(gòu)成了基于消費(fèi)者的品牌資產(chǎn),深刻地影響著購(gòu)買者的產(chǎn)品評(píng)價(jià)、購(gòu)買意愿等心理和行為。不僅如此,不同種類的產(chǎn)品在被消費(fèi)者選擇時(shí),表現(xiàn)出不同的特性,消費(fèi)者會(huì)根據(jù)產(chǎn)品的卷入程度和理性/感性程度采取行動(dòng)。即使是面臨相同的購(gòu)買情景,不同的消費(fèi)者也會(huì)因?yàn)槠淙丝诮y(tǒng)計(jì)變量的不同而有著各不相同的反應(yīng),特別是當(dāng)消費(fèi)者的愛(ài)國(guó)心程度有差異時(shí),產(chǎn)品評(píng)價(jià)的結(jié)果可能會(huì)迥然不同。 經(jīng)過(guò)整理和歸納總結(jié)之后,本文作者發(fā)現(xiàn),文獻(xiàn)中很少將國(guó)家形象、品牌形象和產(chǎn)品評(píng)價(jià)放在一個(gè)模型框架下加以考慮。因此本文提出一個(gè)全新的模型,不僅將國(guó)家形象和品牌形象同時(shí)作為產(chǎn)品評(píng)價(jià)的自變量,而且還在模型中引入國(guó)家形象和品牌形象的相關(guān)關(guān)系。同時(shí),本文還擴(kuò)充了以前學(xué)者的思想,在模型中使用愛(ài)國(guó)心和產(chǎn)品FCB屬性作為調(diào)節(jié)變量,觀察是否消費(fèi)者做出的產(chǎn)品評(píng)價(jià)會(huì)因?yàn)槠渥陨韾?ài)國(guó)心的強(qiáng)弱情況和產(chǎn)品FCB屬性的不同而對(duì)國(guó)家形象效應(yīng)和品牌形象效應(yīng)存在不同效果。 經(jīng)過(guò)先后幾次問(wèn)卷調(diào)查,本文作者通過(guò)幾百名被試樣本,獲得了消費(fèi)者面對(duì)復(fù)雜信息時(shí)如何進(jìn)行產(chǎn)品評(píng)價(jià)的一手資料。之后又應(yīng)用探索性因子分析、方差分析和結(jié)構(gòu)方程模型分析等數(shù)理統(tǒng)計(jì)原理,借助計(jì)算機(jī)軟件SPSS13.0和AMOS7.0對(duì)所收集的數(shù)據(jù)進(jìn)行了運(yùn)算。模型檢驗(yàn)的結(jié)果顯示,產(chǎn)品的國(guó)家形象對(duì)于消費(fèi)者的產(chǎn)品評(píng)價(jià)有正向影響作用,產(chǎn)品的品牌形象對(duì)于消費(fèi)者的產(chǎn)品評(píng)價(jià)也有正向影響作用,而且產(chǎn)品的國(guó)家形象和品牌形象之間存在著相互的影響。同時(shí),中國(guó)消費(fèi)者的愛(ài)國(guó)心強(qiáng)度雖有不同,但其并未影響國(guó)家形象效應(yīng)和品牌形象效應(yīng),甚至并不會(huì)影響產(chǎn)品評(píng)價(jià)。產(chǎn)品的FCB屬性則確實(shí)對(duì)于品牌效應(yīng)存在調(diào)節(jié),但并未調(diào)節(jié)國(guó)家形象效應(yīng)。當(dāng)產(chǎn)品屬于低卷入/感性時(shí),消費(fèi)者評(píng)價(jià)產(chǎn)品基本都不直接參考其品牌形象,只參考其國(guó)家形象；消費(fèi)者購(gòu)買高卷入/感性的產(chǎn)品時(shí),國(guó)家形象和品牌形象影響消費(fèi)者決策和價(jià)值感知的程度相類似；而當(dāng)消費(fèi)者購(gòu)買理性產(chǎn)品時(shí),無(wú)論卷入度高低,國(guó)家形象和品牌形象都很重要,但品牌形象比國(guó)家形象更能影響消費(fèi)者的決策和感知。本文最后也在國(guó)家營(yíng)銷和大市場(chǎng)營(yíng)銷的理論背景下,對(duì)于企業(yè)和政府的管理實(shí)踐提出了相應(yīng)建議。
[Abstract]:The world of the twenty-first century is a globalized world, and in many ways the international boundaries have been almost completely broken. As early as the 1990s, the tide of economic globalization has come, and mankind has been in an integrated international economic structure. The rapid development of science and technology, especially information technology, is not only making the earth more and more flat, making the business activities between countries more rapid and convenient, and consumers in every corner of the world face unprecedented consumption choices. The markets of countries that were originally separated from each other under geographical separation, have been running the same mechanism in synchronization and circulate the same goods. The consumer suddenly found one day that his side was full of products from different brands of countries, and that the products could not be accurately distinguished from the aspects of appearance, performance, quality and so on. They also have to make more trade-offs and decisions while getting more consumer choices. For national enterprises, the consumer's evaluation of the products is becoming more and more important in the fierce market competition. The flow of capital's pursuit of efficiency makes the international division of labor more natural, but even the place of production cannot convince the consumer of the true source of the product, and the "mixed blood" of the product further increases the complexity and volatility of the consumer's product evaluation. Each enterprise wants its own target group to vote for itself, the only one for the survival and development of the enterprise This is why Western marketing scholars and management practitioners are constantly looking for the source and impact of consumer product evaluation Factors. Some scholars note that the national image of the country of origin and the brand image of the product are the key to the consumer's evaluation of the product. They observe and experiment from the different angles of the social science. The analysis, for the national image, the brand image's character, the function and the effect make a lot Research. Almost at the same time, some other scholars have found that different consumers face the same product, or the same consumer faces different products, the effect of external factors' stimulus does not Like, they use the product FCB attribute to explain the difference in the product, while using the concept of patriotism and the like as a distinction between consumers In this paper, the paper reviews the existing theoretical literature on national image, brand image, patriotism, product FCB and product evaluation. And combing and analyzing. When the product is evaluated by the consumer, the national image of the product source country is often used as a reference to generate various product sources. In the same way, the brand is also an important factor that influences the evaluation of the consumer's products, the attitude and value of the brand constitute the brand assets based on the consumer, and the product evaluation and the purchase intention of the purchaser are deeply affected. Psychology and behavior. Moreover, different types of products, when selected by consumers, show different characteristics, and consumers will be based on the degree of involvement of the product and the reason/ sense. Take action. Even with the same purchase scenario, different consumers will have a different response to their demographic variables, especially when the consumer's patriotism is different, and the results of the product evaluation may It's very different. After a summary and a summary, the author finds that in the literature, it is rare to place the national image, brand image and product evaluation in a model In this paper, a new model is put forward, not only is the national image and brand image as the independent variable of product evaluation, but also introduces the national image and product in the model. At the same time, the article also extends the thought of the former scholars, and uses the patriotism and the product FCB in the model. As an adjustment variable, it is observed whether the product evaluation by the consumer will affect the national image effect and brand image because of its own patriotism and the difference of the product FCB attribute The effect of the effect is different. After several questionnaires, the author has obtained how to deal with the complex information by hundreds of samples. The first hand of product evaluation was carried out. After that, the mathematical statistics of exploratory factor analysis, variance analysis and structural equation model analysis were applied, and by means of computer software SPSS13.0 and AMOS7.0, The result of the model test shows that the national image of the product has a positive effect on the product evaluation of the consumer, and the brand image of the product has a positive effect on the product evaluation of the consumer, and the national image and the brand shape of the product At the same time, the national image effect and the brand image effect have not been affected by the Chinese consumer's patriotism, The product's FCB properties do not even affect product evaluation. The product's FCB properties do have an adjustment to the brand effect, However, the effect of the national image is not adjusted. When the product belongs to the low-involvement/ inductive, the consumer evaluation product does not directly refer to the brand image of the product, and only refers to the national image of the product, and when the consumer purchases the high-involvement/ inductive product, the state image and the brand image influence the consumer decision-making. It is similar to the degree of value perception; when consumers purchase rational products, the image and brand image of the country are important, but the brand image is more than the national image Influence the decision-making and perception of the consumer. In the end, in the background of the theory of national marketing and big marketing, it is for the enterprises and the government
【學(xué)位授予單位】：南開(kāi)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2010
【分類號(hào)】：F273.2
本文編號(hào)：2512427
[Abstract]:The world of the twenty-first century is a globalized world, and in many ways the international boundaries have been almost completely broken. As early as the 1990s, the tide of economic globalization has come, and mankind has been in an integrated international economic structure. The rapid development of science and technology, especially information technology, is not only making the earth more and more flat, making the business activities between countries more rapid and convenient, and consumers in every corner of the world face unprecedented consumption choices. The markets of countries that were originally separated from each other under geographical separation, have been running the same mechanism in synchronization and circulate the same goods. The consumer suddenly found one day that his side was full of products from different brands of countries, and that the products could not be accurately distinguished from the aspects of appearance, performance, quality and so on. They also have to make more trade-offs and decisions while getting more consumer choices. For national enterprises, the consumer's evaluation of the products is becoming more and more important in the fierce market competition. The flow of capital's pursuit of efficiency makes the international division of labor more natural, but even the place of production cannot convince the consumer of the true source of the product, and the "mixed blood" of the product further increases the complexity and volatility of the consumer's product evaluation. Each enterprise wants its own target group to vote for itself, the only one for the survival and development of the enterprise This is why Western marketing scholars and management practitioners are constantly looking for the source and impact of consumer product evaluation Factors. Some scholars note that the national image of the country of origin and the brand image of the product are the key to the consumer's evaluation of the product. They observe and experiment from the different angles of the social science. The analysis, for the national image, the brand image's character, the function and the effect make a lot Research. Almost at the same time, some other scholars have found that different consumers face the same product, or the same consumer faces different products, the effect of external factors' stimulus does not Like, they use the product FCB attribute to explain the difference in the product, while using the concept of patriotism and the like as a distinction between consumers In this paper, the paper reviews the existing theoretical literature on national image, brand image, patriotism, product FCB and product evaluation. And combing and analyzing. When the product is evaluated by the consumer, the national image of the product source country is often used as a reference to generate various product sources. In the same way, the brand is also an important factor that influences the evaluation of the consumer's products, the attitude and value of the brand constitute the brand assets based on the consumer, and the product evaluation and the purchase intention of the purchaser are deeply affected. Psychology and behavior. Moreover, different types of products, when selected by consumers, show different characteristics, and consumers will be based on the degree of involvement of the product and the reason/ sense. Take action. Even with the same purchase scenario, different consumers will have a different response to their demographic variables, especially when the consumer's patriotism is different, and the results of the product evaluation may It's very different. After a summary and a summary, the author finds that in the literature, it is rare to place the national image, brand image and product evaluation in a model In this paper, a new model is put forward, not only is the national image and brand image as the independent variable of product evaluation, but also introduces the national image and product in the model. At the same time, the article also extends the thought of the former scholars, and uses the patriotism and the product FCB in the model. As an adjustment variable, it is observed whether the product evaluation by the consumer will affect the national image effect and brand image because of its own patriotism and the difference of the product FCB attribute The effect of the effect is different. After several questionnaires, the author has obtained how to deal with the complex information by hundreds of samples. The first hand of product evaluation was carried out. After that, the mathematical statistics of exploratory factor analysis, variance analysis and structural equation model analysis were applied, and by means of computer software SPSS13.0 and AMOS7.0, The result of the model test shows that the national image of the product has a positive effect on the product evaluation of the consumer, and the brand image of the product has a positive effect on the product evaluation of the consumer, and the national image and the brand shape of the product At the same time, the national image effect and the brand image effect have not been affected by the Chinese consumer's patriotism, The product's FCB properties do not even affect product evaluation. The product's FCB properties do have an adjustment to the brand effect, However, the effect of the national image is not adjusted. When the product belongs to the low-involvement/ inductive, the consumer evaluation product does not directly refer to the brand image of the product, and only refers to the national image of the product, and when the consumer purchases the high-involvement/ inductive product, the state image and the brand image influence the consumer decision-making. It is similar to the degree of value perception; when consumers purchase rational products, the image and brand image of the country are important, but the brand image is more than the national image Influence the decision-making and perception of the consumer. In the end, in the background of the theory of national marketing and big marketing, it is for the enterprises and the government
【學(xué)位授予單位】：南開(kāi)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2010
【分類號(hào)】：F273.2
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前2條
1 劉珂呈;濕地公園品牌認(rèn)知、品牌形象與游客游后行為意向的關(guān)系研究[D];浙江大學(xué);2012年
2 賀洪麗;民辦高校品牌形象的塑造研究[D];南昌大學(xué);2012年
，本文編號(hào)：2512427
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