高介入度产品品牌原产地识别准确度研究——以中国市场电视机品牌为例

发布时间：2018-06-10 05:59

本文选题：原产地 + 品牌原产地识别准确度　；参考：《系统管理学报》2013年02期

【摘要】：在近期有关原产地的国际研究中,一些学者认为消费者不清楚产品或品牌的原产地,甚至有人认为全世界都如此。针对此提出质疑,在中国以电视机为产品对象进行了品牌原产地识别准确度(BORA)的测量,并提出了一个新的影响品牌原产地识别准确度的因素——购买经验。因此得出以下结论:中国城市消费者对高介入度产品的品牌原产地识别准确度(BORA高)比较高,BORA高与教育程度呈正相关;男性消费者的BORA高比女性消费者更高;消费者的民族中心主义观念与其外国品牌的BORA高呈负相关;消费者的购买经历与其中国品牌的BORA高呈正相关关系;消费者的国际经历与其中国品牌的BORA高不相关;消费者的受教育程度及经济收入分别与其国际经历呈正相关关系,而消费者的年龄与其国际经历呈负相关关系。本研究结论对于国际营销学者关于全世界消费者都不清楚品牌原产地的观点提出质疑,建立了一个消费者对于BORA高的认知模型。
[Abstract]:In recent international research on origin, some scholars believe that consumers do not know the origin of products or brands, and some even believe that this is the case around the world. In response to this question, the measurement of brand origin identification accuracy is carried out in China with TV sets as the object of product identification. A new factor that affects the accuracy of brand origin identification is put forward, which is purchasing experience. Therefore, the following conclusions are drawn: the accuracy of brand origin identification among Chinese urban consumers is higher than that of Bora) the higher BORA is positively correlated with the educational level, the higher BORA of male consumers is higher than that of female consumers; The ethnocentrism of consumers is negatively correlated with the high BORA of foreign brands, the purchasing experience of consumers is positively correlated with the high BORA of Chinese brands, the international experience of consumers is not correlated with the BORA of Chinese brands. The educational level and economic income of consumers are positively correlated with their international experience, while the age of consumers is negatively correlated with their international experiences. The conclusion of this study challenges the view of international marketing scholars that consumers all over the world do not know the origin of the brand, and establishes a model of consumers' perception of Bora.
【作者单位】：华东理工大学商学院;上海外国语大学商学院;北京邮电大学经济管理学院;
【基金】：国家社会科学基金资助项目(11BGL041) 教育部人文社会科学资助项目(09YJC630074) 华东理工大学人文社会科学校内基金课题(WN0922015)
【分类号】：F426.6;F273.2;F224

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