来源国品牌权益和制造国国家权益对消费者购买意愿的影响
发布时间：2019-02-13 00:57
【摘要】：对于来源国与制造国不同的品牌,影响消费者购买意愿的因素包括来源国品牌权益、制造国国家权益等。通过在服装行业的实证研究发现,品牌权益对购买意愿有直接正向影响,产品感知质量对购买意愿有直接正向影响,产品制造国国家权益对购买意愿的直接影响不显著,但制造国国家权益通过产品感知质量,间接影响消费者的购买意愿。文章从学术角度丰富了相关理论在服装行业的研究成果;对处于转型升级期的国内服装企业来说,深入挖掘品牌权益内涵并有效宣传,能直接影响消费者购买意愿;以产品质量优势为名片建立消费者信任,也是影响消费者购买意愿的重要因素。
[Abstract]:For different brands in source country and manufacturing country, the factors influencing consumer's willingness to buy include brand equity of source country, national interest of manufacturing country and so on. Through empirical research in clothing industry, it is found that brand equity has a direct positive impact on purchase intention, product perceived quality has a direct positive impact on purchase intention, and national rights and interests of product manufacturing country have no direct impact on purchase intention. However, the rights and interests of manufacturing countries indirectly affect consumers' willingness to purchase through product perceived quality. The article enriches the research results of the related theories in the clothing industry from the academic point of view, for the domestic clothing enterprises in the period of transformation and upgrading, it can directly affect the consumers' purchase intention by digging into the connotation of brand rights and interests and effectively propagating; It is also an important factor to establish consumer trust with product quality advantage as business card.
【作者单位】： 北京服装学院商学院;
【基金】：北京市教育委员会青年英才项目(YETP1404) 北京服装学院科研专项(2013A-12);北京服装学院科研重点专项(2015A-07)
【分类号】：F273.2;F426.86;F713.55
本文编号：2420990
[Abstract]:For different brands in source country and manufacturing country, the factors influencing consumer's willingness to buy include brand equity of source country, national interest of manufacturing country and so on. Through empirical research in clothing industry, it is found that brand equity has a direct positive impact on purchase intention, product perceived quality has a direct positive impact on purchase intention, and national rights and interests of product manufacturing country have no direct impact on purchase intention. However, the rights and interests of manufacturing countries indirectly affect consumers' willingness to purchase through product perceived quality. The article enriches the research results of the related theories in the clothing industry from the academic point of view, for the domestic clothing enterprises in the period of transformation and upgrading, it can directly affect the consumers' purchase intention by digging into the connotation of brand rights and interests and effectively propagating; It is also an important factor to establish consumer trust with product quality advantage as business card.
【作者单位】： 北京服装学院商学院;
【基金】：北京市教育委员会青年英才项目(YETP1404) 北京服装学院科研专项(2013A-12);北京服装学院科研重点专项(2015A-07)
【分类号】：F273.2;F426.86;F713.55
【相似文献】
相关期刊论文 前2条
1 张莹;王唤明;;关系视角的轿车品牌权益培育研究[J];哈尔滨商业大学学报(社会科学版);2009年06期
2 邹俊;杨年芳;;口碑营销对消费者品牌权益的影响因子研究——以豆浆机行业为例[J];商场现代化;2011年07期
相关硕士学位论文 前1条
1 闫国栋;基于影响力营销的纺织服装企业品牌权益研究[D];天津大学;2008年
，本文编号：2420990
本文链接：https://www.wllwen.com/gongshangguanlilunwen/2420990.html
