国家形象和品牌形象对于产品评价的影响研究
发布时间：2019-07-09 20:32
【摘要】：21世纪的世界是一个全球化的世界,在许多方面国际间的边界几乎已经被完全打破。早在上个世纪90年代,经济全球化的浪潮就已经到来,人类不知不觉中已经处在一个一体化的国际经济格局中。科学技术特别是信息技术的飞速发展不仅使地球变得越来越扁平,更使国与国之间的商贸活动变得更加快捷和便利,世界每个角落里的消费者都因此面临着前所未有的消费选择空间。原本在地理区隔下相互独立、存在差异的各国市场,已经在同步运转着相同的机制,流通着相同的商品。消费者突然有一天发现,自己的身边充满了来自各国不同品牌的产品,而且这些产品单从外观、性能、质量等方面,根本无法准确区分。他们在得到更多消费选择的同时,也不得不做出更多的取舍与决策。对于各国企业来说,消费者对于产品做出的评价此时在白热化的市场竞争中变得异常重要。资本追求效率的流动,让国际分工变得再自然不过,甚至产地都无法让消费者确信产品真正的来源,“混血”产品更加剧了消费者产品评价的复杂性和波动性。 每个企业都希望自己的目标客户群体能为自己投下货币选票,这是企业生存发展的唯一途径。正是因为如此,西方的营销学者和管理实践家们不断地在寻找消费者产品评价的来源和影响因素。有些学者注意到产品来源国的国家形象和产品自身品牌形象是影响消费者对产品做出评价的关键所在,他们从社会科学的不同角度进行观察、实验,运用各种数理统计方法,经过严格的调查分析,对于国家形象、品牌形象的特性、作用和影响效果做出了很多研究。几乎在同时,另外一些学者也发现不同的消费者面对相同的产品,或者相同的消费者面对不同的产品,外部因素的刺激所产生的影响效果却不一样。他们使用了产品FCB属性来解释产品的差异情况,而用爱国心等相关概念作为对消费者的区分方式。 本文回顾分析了现有关于国家形象、品牌形象、爱国心、产品FCB属性和产品评价方面的理论文献,对于各个理论分支和研究成果进行了相应的辨识、分类和梳理剖析。当消费者评价产品时,往往使用产品来源国家的国家形象作为参照,产生各种产品来源国心理效应。同样,品牌也是影响消费者产品评价的重要因素,品牌的态度、价值参与构成了基于消费者的品牌资产,深刻地影响着购买者的产品评价、购买意愿等心理和行为。不仅如此,不同种类的产品在被消费者选择时,表现出不同的特性,消费者会根据产品的卷入程度和理性/感性程度采取行动。即使是面临相同的购买情景,不同的消费者也会因为其人口统计变量的不同而有着各不相同的反应,特别是当消费者的爱国心程度有差异时,产品评价的结果可能会迥然不同。 经过整理和归纳总结之后,本文作者发现,文献中很少将国家形象、品牌形象和产品评价放在一个模型框架下加以考虑。因此本文提出一个全新的模型,不仅将国家形象和品牌形象同时作为产品评价的自变量,而且还在模型中引入国家形象和品牌形象的相关关系。同时,本文还扩充了以前学者的思想,在模型中使用爱国心和产品FCB属性作为调节变量,观察是否消费者做出的产品评价会因为其自身爱国心的强弱情况和产品FCB属性的不同而对国家形象效应和品牌形象效应存在不同效果。 经过先后几次问卷调查,本文作者通过几百名被试样本,获得了消费者面对复杂信息时如何进行产品评价的一手资料。之后又应用探索性因子分析、方差分析和结构方程模型分析等数理统计原理,借助计算机软件SPSS13.0和AMOS7.0对所收集的数据进行了运算。模型检验的结果显示,产品的国家形象对于消费者的产品评价有正向影响作用,产品的品牌形象对于消费者的产品评价也有正向影响作用,而且产品的国家形象和品牌形象之间存在着相互的影响。同时,中国消费者的爱国心强度虽有不同,但其并未影响国家形象效应和品牌形象效应,甚至并不会影响产品评价。产品的FCB属性则确实对于品牌效应存在调节,但并未调节国家形象效应。当产品属于低卷入/感性时,消费者评价产品基本都不直接参考其品牌形象,只参考其国家形象；消费者购买高卷入/感性的产品时,国家形象和品牌形象影响消费者决策和价值感知的程度相类似；而当消费者购买理性产品时,无论卷入度高低,国家形象和品牌形象都很重要,但品牌形象比国家形象更能影响消费者的决策和感知。本文最后也在国家营销和大市场营销的理论背景下,对于企业和政府的管理实践提出了相应建议。
[Abstract]:The world of the twenty-first century is a globalized world, and in many ways the international boundaries have been almost completely broken. As early as the 1990s, the tide of economic globalization has come, and mankind has been in an integrated international economic structure. The rapid development of science and technology, especially information technology, is not only making the earth more and more flat, making the business activities between countries more rapid and convenient, and consumers in every corner of the world face unprecedented consumption choices. The markets of countries that were originally separated from each other under geographical separation, have been running the same mechanism in synchronization and circulate the same goods. The consumer suddenly found one day that his side was full of products from different brands of countries, and that the products could not be accurately distinguished from the aspects of appearance, performance, quality and so on. They also have to make more trade-offs and decisions while getting more consumer choices. For national enterprises, the consumer's evaluation of the products is becoming more and more important in the fierce market competition. The flow of capital's pursuit of efficiency makes the international division of labor more natural, but even the place of production cannot convince the consumer of the true source of the product, and the "mixed blood" of the product further increases the complexity and volatility of the consumer's product evaluation. Each enterprise wants its own target group to vote for itself, the only one for the survival and development of the enterprise This is why Western marketing scholars and management practitioners are constantly looking for the source and impact of consumer product evaluation Factors. Some scholars note that the national image of the country of origin and the brand image of the product are the key to the consumer's evaluation of the product. They observe and experiment from the different angles of the social science. The analysis, for the national image, the brand image's character, the function and the effect make a lot Research. Almost at the same time, some other scholars have found that different consumers face the same product, or the same consumer faces different products, the effect of external factors' stimulus does not Like, they use the product FCB attribute to explain the difference in the product, while using the concept of patriotism and the like as a distinction between consumers In this paper, the paper reviews the existing theoretical literature on national image, brand image, patriotism, product FCB and product evaluation. And combing and analyzing. When the product is evaluated by the consumer, the national image of the product source country is often used as a reference to generate various product sources. In the same way, the brand is also an important factor that influences the evaluation of the consumer's products, the attitude and value of the brand constitute the brand assets based on the consumer, and the product evaluation and the purchase intention of the purchaser are deeply affected. Psychology and behavior. Moreover, different types of products, when selected by consumers, show different characteristics, and consumers will be based on the degree of involvement of the product and the reason/ sense. Take action. Even with the same purchase scenario, different consumers will have a different response to their demographic variables, especially when the consumer's patriotism is different, and the results of the product evaluation may It's very different. After a summary and a summary, the author finds that in the literature, it is rare to place the national image, brand image and product evaluation in a model In this paper, a new model is put forward, not only is the national image and brand image as the independent variable of product evaluation, but also introduces the national image and product in the model. At the same time, the article also extends the thought of the former scholars, and uses the patriotism and the product FCB in the model. As an adjustment variable, it is observed whether the product evaluation by the consumer will affect the national image effect and brand image because of its own patriotism and the difference of the product FCB attribute The effect of the effect is different. After several questionnaires, the author has obtained how to deal with the complex information by hundreds of samples. The first hand of product evaluation was carried out. After that, the mathematical statistics of exploratory factor analysis, variance analysis and structural equation model analysis were applied, and by means of computer software SPSS13.0 and AMOS7.0, The result of the model test shows that the national image of the product has a positive effect on the product evaluation of the consumer, and the brand image of the product has a positive effect on the product evaluation of the consumer, and the national image and the brand shape of the product At the same time, the national image effect and the brand image effect have not been affected by the Chinese consumer's patriotism, The product's FCB properties do not even affect product evaluation. The product's FCB properties do have an adjustment to the brand effect, However, the effect of the national image is not adjusted. When the product belongs to the low-involvement/ inductive, the consumer evaluation product does not directly refer to the brand image of the product, and only refers to the national image of the product, and when the consumer purchases the high-involvement/ inductive product, the state image and the brand image influence the consumer decision-making. It is similar to the degree of value perception; when consumers purchase rational products, the image and brand image of the country are important, but the brand image is more than the national image Influence the decision-making and perception of the consumer. In the end, in the background of the theory of national marketing and big marketing, it is for the enterprises and the government
【学位授予单位】：南开大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F273.2
本文编号：2512427
[Abstract]:The world of the twenty-first century is a globalized world, and in many ways the international boundaries have been almost completely broken. As early as the 1990s, the tide of economic globalization has come, and mankind has been in an integrated international economic structure. The rapid development of science and technology, especially information technology, is not only making the earth more and more flat, making the business activities between countries more rapid and convenient, and consumers in every corner of the world face unprecedented consumption choices. The markets of countries that were originally separated from each other under geographical separation, have been running the same mechanism in synchronization and circulate the same goods. The consumer suddenly found one day that his side was full of products from different brands of countries, and that the products could not be accurately distinguished from the aspects of appearance, performance, quality and so on. They also have to make more trade-offs and decisions while getting more consumer choices. For national enterprises, the consumer's evaluation of the products is becoming more and more important in the fierce market competition. The flow of capital's pursuit of efficiency makes the international division of labor more natural, but even the place of production cannot convince the consumer of the true source of the product, and the "mixed blood" of the product further increases the complexity and volatility of the consumer's product evaluation. Each enterprise wants its own target group to vote for itself, the only one for the survival and development of the enterprise This is why Western marketing scholars and management practitioners are constantly looking for the source and impact of consumer product evaluation Factors. Some scholars note that the national image of the country of origin and the brand image of the product are the key to the consumer's evaluation of the product. They observe and experiment from the different angles of the social science. The analysis, for the national image, the brand image's character, the function and the effect make a lot Research. Almost at the same time, some other scholars have found that different consumers face the same product, or the same consumer faces different products, the effect of external factors' stimulus does not Like, they use the product FCB attribute to explain the difference in the product, while using the concept of patriotism and the like as a distinction between consumers In this paper, the paper reviews the existing theoretical literature on national image, brand image, patriotism, product FCB and product evaluation. And combing and analyzing. When the product is evaluated by the consumer, the national image of the product source country is often used as a reference to generate various product sources. In the same way, the brand is also an important factor that influences the evaluation of the consumer's products, the attitude and value of the brand constitute the brand assets based on the consumer, and the product evaluation and the purchase intention of the purchaser are deeply affected. Psychology and behavior. Moreover, different types of products, when selected by consumers, show different characteristics, and consumers will be based on the degree of involvement of the product and the reason/ sense. Take action. Even with the same purchase scenario, different consumers will have a different response to their demographic variables, especially when the consumer's patriotism is different, and the results of the product evaluation may It's very different. After a summary and a summary, the author finds that in the literature, it is rare to place the national image, brand image and product evaluation in a model In this paper, a new model is put forward, not only is the national image and brand image as the independent variable of product evaluation, but also introduces the national image and product in the model. At the same time, the article also extends the thought of the former scholars, and uses the patriotism and the product FCB in the model. As an adjustment variable, it is observed whether the product evaluation by the consumer will affect the national image effect and brand image because of its own patriotism and the difference of the product FCB attribute The effect of the effect is different. After several questionnaires, the author has obtained how to deal with the complex information by hundreds of samples. The first hand of product evaluation was carried out. After that, the mathematical statistics of exploratory factor analysis, variance analysis and structural equation model analysis were applied, and by means of computer software SPSS13.0 and AMOS7.0, The result of the model test shows that the national image of the product has a positive effect on the product evaluation of the consumer, and the brand image of the product has a positive effect on the product evaluation of the consumer, and the national image and the brand shape of the product At the same time, the national image effect and the brand image effect have not been affected by the Chinese consumer's patriotism, The product's FCB properties do not even affect product evaluation. The product's FCB properties do have an adjustment to the brand effect, However, the effect of the national image is not adjusted. When the product belongs to the low-involvement/ inductive, the consumer evaluation product does not directly refer to the brand image of the product, and only refers to the national image of the product, and when the consumer purchases the high-involvement/ inductive product, the state image and the brand image influence the consumer decision-making. It is similar to the degree of value perception; when consumers purchase rational products, the image and brand image of the country are important, but the brand image is more than the national image Influence the decision-making and perception of the consumer. In the end, in the background of the theory of national marketing and big marketing, it is for the enterprises and the government
【学位授予单位】：南开大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前2条
1 刘珂呈;湿地公园品牌认知、品牌形象与游客游后行为意向的关系研究[D];浙江大学;2012年
2 贺洪丽;民办高校品牌形象的塑造研究[D];南昌大学;2012年
，本文编号：2512427
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