制造国和品牌来源国对原产国效应的影响

发布时间：2021-07-20 16:19

　　过去半个多世纪原产国效应问题已有众多研究者做了研究。由于全球化的影响,目前消费者对产品原产国的认知问题比以往任何时候都要多。越来越多的发展中国家能够生产出所需质量的产品。这促使他们之间产生巨大的竞争。另一方面,这也使市场营销专家再次回到了这个话题的讨论中,重点是产品制造来源国和品牌来源国之间的差异。在众多影响因素的影响下,制造国和品牌国的影响因国而异,通常概括为“发达国家的产品”、“发展中国家的产品”。以往的研究主要是从日本、美国、加拿大、英国、法国和德国等发达国家的角度考察原产国的影响。过去的研究结果证明了 COO的存在及其显著的作用。在研究结果中,可以发现发达国家制造的产品比新兴国家制造的产品有更高的需求和更好的认知质量。这些调查结果大多指向发达国家制造的商品。然而,本研究的视角是从发展中国家的角度出发。研究结果表明,目前发展中国家不同产品类别或类型的消费者可以选择不同来源国作为他们的最爱,发达国家的原产国优势没有以往研究显示的那么明显。本研究旨在评估不同经济发展水平的品牌国和制造国为原产国对发展中国家的消费者购买意愿、产品质量感知和支付意愿方面的影响。为了实现本研究的目的,本次研... 

【文章来源】：浙江理工大学浙江省

【文章页数】：84 页

【学位级别】：硕士

【文章目录】：
Abstract
摘要
Chapter 1 Introduction
    1.1 Background of the study
    1.2 Problem statement
    1.3 Purpose of the study
        1.3.1 Research Objectives
        1.3.2 Justification and Rationality
        1.3.3 Significance of the study
    1.4 Summary of chapter one:
Chapter 2 Literature Review
    2.1 Country of origin
        2.1.1 Evolution of Country-of-Origin
        2.1.2 Country of Origin Effects
    2.2 Compounds of COO
        2.2.1 Deconstructing COO
        2.2.2 Country of Origin as Brand Element
    2.3 Country of Manufacture and its Effects
        2.3.1 Country of Manufacture
        2.3.2 The Effect of COM Favorableness on Brand Evaluation
    2.4 Country of Brand and its Effects
        2.4.1 Country of Brand
        2.4.2 Brand Equity and Its Dimensions
        2.4.3 The Relationship between COO and Brand Equity Dimensions
    2.5 COO and its effect on perceptions and purchase intentions
        2.5.1 Cultural variation
        2.5.2 Product category
        2.5.3 Country stereotype
        2.5.4 The halo effect
        2.5.5 Brand Image
        2.5.6 Purchase Intention
    2.6 Influence of COB and COM on COO
        2.6.1 Theoretical Fundamentals
        2.6.2 Classification of Quality Dimensions
    2.7 Country of Manufacture and Country of Brand on Country of Origin Effects:Hypothesizes and Model
Chapter 3 Methodology
    3.1 Approach:
    3.2 Research Methodology:
    3.3 Research context
    3.4 Research Design
        3.4.1 Time Horizon:
        3.4.2 Research Nature:
        3.4.3 Product selection
        3.4.4 Brand Selection:
        3.4.5 Population and Sampling
        3.4.6 Data collection
        3.4.7 Sampling
        3.4.8 Data Analysis
Chapter 4 Analysis and Results
    4.1 Demographic Analysis
    4.2 KMO and Reliability Test
    4.3 Hypothesis test
        4.3.1 Hypothesis test based on Air Conditioner
        4.3.2 Hypothesis test based on Mobile Phones
    4.4 Brief Hypothesis test results and brief explanation
Chapter 5 Conclusion and Implication
    5.1 Discussion
        5.1.1 Country of Manufacture do have Country of Origin Effects
        5.1.2 Impact of Country of Brand on Country of Origin effects
        5.1.3 Effect of COO when COB and COM is same country
    5.2 Conclusion and implication
        5.2.1 Conclusion
        5.2.2 Implications
    5.3 Limitations and Future Suggestions
References
Appendix 1
Acknowledgements



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