产品感知质量的国际比较及来源国形象的影响研究

发布时间：2018-04-29 00:43

本文选题：产品感知质量 + 来源国形象　；参考：《华中科技大学》2015年硕士论文

【摘要】：随着经济一体化进程的逐步深化和推进,企业或政府所面临的挑战已不仅仅局限于国内,更多的竞争来自于国际舞台上的交锋对垒。对于消费者而言,技术的高度发展使得产品或服务变得多样化,同时全面而客观的获取和理解产品或服务的质量的技术指标也变得有了很大的难度,更多是依据一系列的外部线索去主观评价产品或服务的质量。尤其在面对琳琅满目的外来品时,来源国形象成为了消费者通常会选取的重要线索之一。消费者会基于其自身对该国的总体感知评价其产品质量的优越性,也会基于以往的使用经验形成对该国产品的总体认知,进而评判新产品的质量。随着中国的经济、科技、文化和教育水平的不断发展和提高,其国家形象也已逐步提升,那么,中国产品的质量形象的国际认可度究竟如何?如果中国产品的感知质量仍然处于国际平均水平以下,那么影响这种产品形象感知的因素是什么呢?确定了这些问题,政府或企业就能够更为明确自身的定位和方向,制定相关的政策或营销策略,提高自身的国际竞争力。为研究上述问题,本文首先在相关理论文献回顾的基础上,综述了产品感知质量、来源国形象的相关文献,并构建了来源国形象对产品感知质量的影响模型。本研究的主要结论如下:(1)通过调查问卷的方式,采用打分法,定量测量的不同国家之间的产品感知质量,探讨了不同国家之间的产品感知质量的差异性,及中国产品感知质量的相对水平。针对中国产品相对感知质量的影响因素进行了相关分析,研究表明人口统计变量特征包括受访者所在国的经济发展程度、年龄和受教育程度对于服装和家电产品的感知质量具有明显影响作用,对于汽车和酒店服务产品质量的敏感度较弱。(2)通过概念模型探讨了来源国形象与产品感知质量、品牌知觉的联系,其中感知质量作为因变量,来源国形象作为自变量。在已有的相关文献研究的基础上,结合本研究实际情况,制定了研究变量的测量量表。其中产品感知质量包括产品的创新能力认知、产品工艺水平认知和产品设计水平认知,来源国形象包括社会形象和生产商形象。运用SPSS和STATA软件对收集到的结果进行假设验证,得到社会形象对于产品感知质量的影响程度整体大于生产商形象的影响。
[Abstract]:With the gradual deepening and advancing of the economic integration process, the challenges faced by enterprises or governments are not limited to domestic ones, but more competition comes from the confrontation on the international stage. For consumers, the high development of technology makes products or services become diversified, at the same time, comprehensive and objective access to and understanding of the quality of products or services technical indicators have become very difficult, More is based on a series of external clues to subjective evaluation of the quality of products or services. Especially in the face of an array of foreign goods, the image of the country of origin has become one of the most important clues consumers usually pick. Consumers will evaluate the superiority of the product quality based on their own overall perception of the country, and will also form a general cognition of the product based on the past experience, and then judge the quality of the new product. With the development and improvement of China's economy, science and technology, culture and education, its national image has been gradually improved, so what is the international recognition of the quality image of Chinese products? If the perceived quality of Chinese products is still below the international average, then what are the factors that affect the perception of this product image? With these problems, the government or enterprise can define their own orientation and direction, formulate relevant policies or marketing strategies, and improve their international competitiveness. In order to study the above problems, based on the review of relevant theoretical literature, this paper summarizes the literature on product perceived quality and image of country of origin, and constructs the model of the influence of source country image on product perceived quality. The main conclusions of this study are as follows: (1) the difference of perceived product quality among different countries is discussed by using the questionnaire and using the scoring method to measure the perceived quality of products among different countries quantitatively. And the relative level of perceived quality of Chinese products. The relative perceived quality of Chinese products is analyzed. The study shows that the characteristics of demographic variables include the degree of economic development in the country in which the respondents are based. Age and education have a significant effect on perceived quality of clothing and household appliances, and the sensitivity to service quality of automobile and hotel is weak.) the image of country of origin and perceived quality of products are discussed through conceptual model. Brand perception of the link, in which perceived quality as a dependent variable, the image of the country of origin as an independent variable. Based on the existing literature and the actual situation of this study, the measurement scale of research variables is developed. Product perceived quality includes product innovation ability cognition, product craft level cognition and product design level cognition, and country of origin image includes social image and producer image. Using SPSS and STATA software to verify the hypotheses of the collected results, it is concluded that the impact of social image on product perceived quality is greater than that of producer image.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

【相似文献】