消费者对国产和进口品牌感知差异研究

发布时间：2018-05-23 07:39

本文选题：品牌来源国 + 品牌感知　；参考：《桂林电子科技大学》2017年硕士论文

【摘要】：“假洋品牌”和“山寨”贴“标签”现象媒体曝光后并没有得到遏制,反而在我国各行各业中泛滥成灾,其现象的本质是消费者对国产和进口品牌感知的差异,属于原产地研究中品牌来源国效应的研究范畴。随着国际分工越来越细化和明确,产品制造国的概念逐渐多维化,且产品制造国效应对消费者的影响力在逐步减弱,而品牌来源国的影响正逐步增强,其所激发的情感和联想凸显出更重要价值。目前大多数原产地的研究的重点是来源国,而忽略了品牌的概念。中国作为新兴经济体其本土消费者比发达国家的消费者更加重视品牌。品牌来源国已经成为消费者认识和评价产品的一种更有效的工具。因此,关于品牌来源国的中国本土化研究更具有实际价值。基于此,本文的研究重点就是揭示品牌“洋”名化现象背后的本质,以及消费者对于国产和进口品牌感知存在何种差异,旨在发现其背后的共性特征。本文在系统梳理相关研究的基础上,找寻现象背后的实质问题,详细的梳理理论逻辑线条,切合目前国内商品发展脉搏,以真实的品牌集进行实证研究,探寻现象背后消费者完整的品牌来源国感知模式,以及消费者对国产和进口品牌的感知差异和影响机制。本文在文献梳理的基础上,以刻板印象理论为基础,基于以品牌意图能动框架理论延伸的品牌感知的能力、道德和亲切三维度模型,引入以人际吸引理论和相互依赖理论为基础构建的品牌关系质量的象征价值、信任承诺、相互依赖和亲密情感四维度模型作为中介变量,构建了消费者品牌感知概念模型。同时,为了进一步探寻消费者品牌评价指标对品牌感知及选择的影响,构建了包含技术、声望、工艺、物有所值、质量和售后服务等六项指标的品牌评价量表。为了研究的准确性和结论的可靠性,本文通过网上调研收集了关于消费者对国产和进口手机品牌集两个调查样本,并运用AMOS结构方程模型进行了相关数据分析,得出结论:消费者对国产和进口品牌感知存在明显差异,国产品牌的道德感知影响程度最大,进口品牌的亲切感知影响程度最大,而国产和进口品牌的能力感知均起到最小作用,且国产品牌能力感知起到负向影响;品牌关系质量在国产和进口品牌感知概念模型中均起到部分中介作用,但对于进口品牌感知中品牌关系质量的信任承诺维度起到完全中介效应;品牌评价的技术和工艺指标对国产品牌感知和选择均起到显著负向作用,而售后服务指标对进口品牌感知和选择影响均不显著。基于研究结论,文章系统梳理出中国本土消费者原产地影响机制,并对企业和消费者提出了双重管理启示,以期对企业实践和消费者购物决策提供借鉴和指导。
[Abstract]:The phenomenon of "fake foreign brands" and "labels" has not been contained since the exposure of the media. Instead, it has been rampant in various industries in China. The essence of the phenomenon is the difference in consumer perception of domestic and imported brands. It belongs to the category of country of origin effect of brand. As the international division of labor becomes more and more detailed and clear, the concept of product manufacturing country is becoming multidimensional, and the influence of product manufacturing country effect on consumers is gradually weakening, while the influence of brand source country is gradually increasing. The emotions and associations it inspires highlight more important values. At present, most studies of origin focus on the source country, ignoring the concept of brand. As an emerging economy, China's local consumers value brands more than those in developed countries. Brand origin has become a more effective tool for consumers to recognize and evaluate products. Therefore, the study of Chinese localization of brand source country has more practical value. Based on this, the research focus of this paper is to reveal the essence behind the "foreign" brand nominalization phenomenon, and how consumers perceive the difference between domestic and imported brands, in order to find the common features behind it. On the basis of systematical combing of relevant research, this paper looks for the essential problems behind the phenomenon, combs the theoretical logic lines in detail, accords with the pulse of domestic commodity development, and carries on the empirical research with the real brand collection. Explore the consumer's complete brand source country perception model behind the phenomenon, as well as consumer perception of domestic and imported brand differences and influence mechanisms. On the basis of literature review, this paper is based on stereotype theory, the ability of brand perception extended by brand intention dynamic framework theory, moral and cordial three-dimensional model. This paper introduces the symbolic value of brand relationship quality based on interpersonal attraction theory and interdependence theory, trust commitment, interdependence and closeness as intermediary variables, and constructs a conceptual model of consumer brand perception. At the same time, in order to further explore the impact of consumer brand evaluation indicators on brand perception and choice, a brand evaluation scale including technology, reputation, technology, value for money, quality and after-sales service is constructed. In order to study the accuracy and reliability of the conclusion, this paper collects two samples about consumers' collection of domestic and imported mobile phone brands through online investigation, and uses the AMOS structural equation model to analyze the relevant data. It is concluded that there are obvious differences in consumer perception of domestic and imported brands, the degree of moral perception of domestic brands is the greatest, and the degree of affection of imported brands is the greatest. The ability perception of domestic and imported brands plays a minimum role, and the perception of domestic brand ability plays a negative role; the quality of brand relationship plays a part of intermediary role in the conceptual model of domestic and imported brand perception. However, the dimension of trust commitment of brand relationship quality in the perception of imported brands plays a complete intermediary effect, and the technical and technological indicators of brand evaluation play a significant negative role in the perception and selection of domestic brands. The influence of after-sales service index on the perception and selection of import brand is not significant. Based on the conclusion of the study, the paper systematically combs out the influence mechanism of the origin of China's local consumers, and puts forward the dual management enlightenment to enterprises and consumers, in order to provide reference and guidance for enterprises' practice and consumer's shopping decision.
【学位授予单位】：桂林电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

【参考文献】