過去半個多世紀(jì)原產(chǎn)國效應(yīng)問題已有眾多研究者做了研究。由于全球化的影響,目前消費者對產(chǎn)品原產(chǎn)國的認知問題比以往任何時候都要多。越來越多的發(fā)展中國家能夠生產(chǎn)出所需質(zhì)量的產(chǎn)品。這促使他們之間產(chǎn)生巨大的競爭。另一方面,這也使市場營銷專家再次回到了這個話題的討論中,重點是產(chǎn)品制造來源國和品牌來源國之間的差異。在眾多影響因素的影響下,制造國和品牌國的影響因國而異,通常概括為“發(fā)達國家的產(chǎn)品”、“發(fā)展中國家的產(chǎn)品”。以往的研究主要是從日本、美國、加拿大、英國、法國和德國等發(fā)達國家的角度考察原產(chǎn)國的影響。過去的研究結(jié)果證明了 COO的存在及其顯著的作用。在研究結(jié)果中,可以發(fā)現(xiàn)發(fā)達國家制造的產(chǎn)品比新興國家制造的產(chǎn)品有更高的需求和更好的認知質(zhì)量。這些調(diào)查結(jié)果大多指向發(fā)達國家制造的商品。然而,本研究的視角是從發(fā)展中國家的角度出發(fā)。研究結(jié)果表明,目前發(fā)展中國家不同產(chǎn)品類別或類型的消費者可以選擇不同來源國作為他們的最愛,發(fā)達國家的原產(chǎn)國優(yōu)勢沒有以往研究顯示的那么明顯。本研究旨在評估不同經(jīng)濟發(fā)展水平的品牌國和制造國為原產(chǎn)國對發(fā)展中國家的消費者購買意愿、產(chǎn)品質(zhì)量感知和支付意愿方面的影響。為了實現(xiàn)本研究的目的,本次研... 

【文章來源】：浙江理工大學(xué)浙江省

【文章頁數(shù)】：84 頁

【學(xué)位級別】：碩士

【文章目錄】：
Abstract
摘要
Chapter 1 Introduction
    1.1 Background of the study
    1.2 Problem statement
    1.3 Purpose of the study
        1.3.1 Research Objectives
        1.3.2 Justification and Rationality
        1.3.3 Significance of the study
    1.4 Summary of chapter one:
Chapter 2 Literature Review
    2.1 Country of origin
        2.1.1 Evolution of Country-of-Origin
        2.1.2 Country of Origin Effects
    2.2 Compounds of COO
        2.2.1 Deconstructing COO
        2.2.2 Country of Origin as Brand Element
    2.3 Country of Manufacture and its Effects
        2.3.1 Country of Manufacture
        2.3.2 The Effect of COM Favorableness on Brand Evaluation
    2.4 Country of Brand and its Effects
        2.4.1 Country of Brand
        2.4.2 Brand Equity and Its Dimensions
        2.4.3 The Relationship between COO and Brand Equity Dimensions
    2.5 COO and its effect on perceptions and purchase intentions
        2.5.1 Cultural variation
        2.5.2 Product category
        2.5.3 Country stereotype
        2.5.4 The halo effect
        2.5.5 Brand Image
        2.5.6 Purchase Intention
    2.6 Influence of COB and COM on COO
        2.6.1 Theoretical Fundamentals
        2.6.2 Classification of Quality Dimensions
    2.7 Country of Manufacture and Country of Brand on Country of Origin Effects:Hypothesizes and Model
Chapter 3 Methodology
    3.1 Approach:
    3.2 Research Methodology:
    3.3 Research context
    3.4 Research Design
        3.4.1 Time Horizon:
        3.4.2 Research Nature:
        3.4.3 Product selection
        3.4.4 Brand Selection:
        3.4.5 Population and Sampling
        3.4.6 Data collection
        3.4.7 Sampling
        3.4.8 Data Analysis
Chapter 4 Analysis and Results
    4.1 Demographic Analysis
    4.2 KMO and Reliability Test
    4.3 Hypothesis test
        4.3.1 Hypothesis test based on Air Conditioner
        4.3.2 Hypothesis test based on Mobile Phones
    4.4 Brief Hypothesis test results and brief explanation
Chapter 5 Conclusion and Implication
    5.1 Discussion
        5.1.1 Country of Manufacture do have Country of Origin Effects
        5.1.2 Impact of Country of Brand on Country of Origin effects
        5.1.3 Effect of COO when COB and COM is same country
    5.2 Conclusion and implication
        5.2.1 Conclusion
        5.2.2 Implications
    5.3 Limitations and Future Suggestions
References
Appendix 1
Acknowledgements



本文編號：3293164