【摘要】：本文主要基于消費者感知質(zhì)量、商品價格和消費者購買意愿三個方面,研究外國品牌翻譯與商品相關(guān)屬性之間的關(guān)系,商品相關(guān)屬性主要包括商品本身質(zhì)量、消費者對商品的來源感知和商品的品牌名稱。文章通過測量感知質(zhì)量、感知價格以及消費者所產(chǎn)生的購買欲來完成對商品相關(guān)屬性的定量分析。文章中涉及的品牌翻譯,主要是將字母為基礎(chǔ)的英文翻譯成方塊字為基礎(chǔ)的漢語,市場上有兩種常見的翻譯方法：一種是意譯,即直接翻譯品牌名稱的意思；另一種則是音譯,即根據(jù)品牌名稱的發(fā)音而譯。 本文包括六個實驗。實驗通過對兩種語言教育背景的消費者進(jìn)行測試,選擇了分屬東西方兩個品牌公司的十個洗發(fā)水品牌作為自變量,進(jìn)行了一系列研究品牌名稱翻譯效果的實驗。實驗結(jié)果表明在市場應(yīng)用研究中,問卷測驗是完全有效且可行的,其實驗結(jié)果與實地使用實驗是相同的；在多元文化市場背景下研究商標(biāo)翻譯需要強(qiáng)調(diào)語言教育背景這個因素；對于不知名品牌,翻譯時應(yīng)以音譯為首選；對于知名品牌,則最好保留其進(jìn)口國的英文原名；另外,常用的知名品牌名并不比其他不知名品牌更受消費者的青睞；通過質(zhì)量與教育背景的顯著交互效應(yīng),本文還發(fā)現(xiàn)了在東西方文化的相互影響下的一種會使消費者判斷發(fā)生變化的文化光環(huán)效應(yīng)；對于非英語專業(yè)的消費者來說,重新意譯一個知名品牌是沒有什么效果的；同時實驗還找到了品牌與質(zhì)量兩者對感知價格的交互影響作用。
[Abstract]:This paper mainly studies the relationship between foreign brand translation and commodity-related attributes based on three aspects: consumer perceived quality, commodity price and consumers' willingness to buy. Commodity-related attributes mainly include the quality of goods themselves, and the relationship between foreign brand translation and commodity-related attributes is discussed. Consumer perception of the source of the goods and the brand name of the goods. By measuring perceived quality, perceived price and consumers' desire to purchase, the quantitative analysis of commodity-related attributes is carried out in this paper. The brand translation involved in this paper is mainly the translation of letter-based English into square-based Chinese. There are two common translation methods in the market: one is free translation, that is, the meaning of brand name is translated directly; The other is transliteration, which is translated according to the pronunciation of the brand name. This paper includes six experiments. Ten shampoo brands belonging to East and West brand companies were selected as independent variables by testing consumers with two language education backgrounds. A series of experiments were carried out to study the translation effect of brand names. The experimental results show that the questionnaire test is completely effective and feasible in market application research, and the experimental results are the same as the field application experiment, and the study of trademark translation under the background of multicultural market needs to emphasize the language education background, and it is necessary to emphasize the language education background in the study of trademark translation under the background of multicultural market. For unknown brands, transliteration should be the first choice for translation; for well-known brands, it is best to retain their original English names of importing countries; in addition, the commonly used well-known brand names are not more popular with consumers than other unknown brands; Through the significant interaction between quality and educational background, this paper also finds a kind of cultural halo effect which can make consumers' judgment change under the mutual influence of East and West cultures. For non-English major consumers, re-translating a well-known brand has little effect, and the experiment also finds the interaction between brand and quality on perceived price.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H059

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本文編號：2462054