本文關(guān)鍵詞：混合來源國形象對消費者購買評價影響的研究　出處：《吉林財經(jīng)大學》2017年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 品牌來源國形象 產(chǎn)品制造國形象 購買評價 產(chǎn)品種類

【摘要】：隨著經(jīng)濟全球化和一體化趨勢的發(fā)展,消費者經(jīng)常面對包羅萬象的本國產(chǎn)品或外國產(chǎn)品。而其中的大部分產(chǎn)品都屬于混合產(chǎn)品的范疇即一種產(chǎn)品會擁有一個以上的來源國。這些來源國的形象就會形成產(chǎn)品的外部線索,對消費者購買評價產(chǎn)生影響。近年來學者們從不同的維度對混合來源國形象展開了研究。本文在以往的研究基礎(chǔ)上,基于產(chǎn)品種類視角,對混合來源國形象對消費者購買評價的影響作用進行了研究。在對混合來源國理論進行系統(tǒng)梳理的基礎(chǔ)上,本研究從產(chǎn)品制造國來源國和品牌來源國兩個維度,探討混合來源國效應對消費者購買評價的影響。同時考慮到產(chǎn)品種類是影響消費者購買評價的一個重要因素,本研究將它作為調(diào)節(jié)變量,并將產(chǎn)品分為耐用品和非耐用品兩類,在此基礎(chǔ)上構(gòu)建理論模型,并提出相關(guān)研究假設。本研究首先通過焦點小組座談的方法得出了消費者比較熟悉的耐用品和非耐用品。為了剔除品牌的影響,產(chǎn)品使用虛擬品牌進行研究。本研究通過問卷調(diào)查的方式獲得215份有效樣本份數(shù)據(jù),運用SPSS19.0統(tǒng)計分析軟件進行回歸分析。實證研究結(jié)果表明:(1)品牌來源國形象維度對消費者購買評價有著顯著的作用;(2)產(chǎn)品制造來源國形象維度對消費者購買評價有著顯著的作用;(3)不同的產(chǎn)品類別下混合來源國形象對購買評價的影響是不同的,當產(chǎn)品屬于耐用品時,品牌來源國形象對消費者購買評價影響要大于產(chǎn)品制造國形象對消費者購買評價影響;而對于非耐用品而言,品牌來源國形象與產(chǎn)品制造國形象對消費者產(chǎn)品評價的影響差異不大�；谝陨系难芯拷Y(jié)論,本研究認為企業(yè)可以利用混合來源國的形象提高自己在消費者心中的印象。
[Abstract]:With the development of economic globalization and integration. Consumers are often faced with a wide range of domestic or foreign products. Most of these products fall under the category of mixed products, that is, one product will have more than one source country. The image of these countries of origin will be formed. External clues to the product. In recent years, scholars have studied the image of mixed country of origin from different dimensions. This paper based on the previous research, based on the product category perspective. The effect of mixed source country image on consumer purchase evaluation is studied. Based on the theory of mixed country of origin, this study is based on two dimensions: the source country of product manufacture and the source country of brand. To explore the effect of mixed source country effect on consumer purchase evaluation. Considering that product type is an important factor affecting consumer purchase evaluation, this study takes it as a regulating variable. And the products are divided into durable goods and non-durable goods, on the basis of which the theoretical model is constructed. And put forward the relevant research hypotheses. This study first through the focus group discussion method to get the consumer familiar durable goods and non-durable goods. In order to eliminate the impact of the brand. The product uses virtual brand to carry on the research. This research obtains 215 valid sample data by the way of questionnaire survey. The empirical results show that the dimension of brand origin image plays a significant role in consumer purchase evaluation by using SPSS19.0 statistical analysis software. (2) the dimension of the image of the country of origin of product manufacturing has a significant effect on the evaluation of consumer purchase; (3) the impact of mixed source country image on purchase evaluation is different under different product categories, when the product belongs to durable goods. The impact of brand source country image on consumer purchase evaluation is greater than that of product manufacturing country image on consumer purchase evaluation; For non-durable goods, the impact of brand country image and product manufacturing country image on consumer product evaluation is not significant. This study suggests that firms can use the image of mixed source country to improve their impression on consumers.
【學位授予單位】：吉林財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.55;F274

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本文編號：1407141