混合来源国形象对消费者购买评价影响的研究

发布时间：2018-01-10 23:07

本文关键词：混合来源国形象对消费者购买评价影响的研究　出处：《吉林财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化和一体化趋势的发展,消费者经常面对包罗万象的本国产品或外国产品。而其中的大部分产品都属于混合产品的范畴即一种产品会拥有一个以上的来源国。这些来源国的形象就会形成产品的外部线索,对消费者购买评价产生影响。近年来学者们从不同的维度对混合来源国形象展开了研究。本文在以往的研究基础上,基于产品种类视角,对混合来源国形象对消费者购买评价的影响作用进行了研究。在对混合来源国理论进行系统梳理的基础上,本研究从产品制造国来源国和品牌来源国两个维度,探讨混合来源国效应对消费者购买评价的影响。同时考虑到产品种类是影响消费者购买评价的一个重要因素,本研究将它作为调节变量,并将产品分为耐用品和非耐用品两类,在此基础上构建理论模型,并提出相关研究假设。本研究首先通过焦点小组座谈的方法得出了消费者比较熟悉的耐用品和非耐用品。为了剔除品牌的影响,产品使用虚拟品牌进行研究。本研究通过问卷调查的方式获得215份有效样本份数据,运用SPSS19.0统计分析软件进行回归分析。实证研究结果表明:(1)品牌来源国形象维度对消费者购买评价有着显著的作用;(2)产品制造来源国形象维度对消费者购买评价有着显著的作用;(3)不同的产品类别下混合来源国形象对购买评价的影响是不同的,当产品属于耐用品时,品牌来源国形象对消费者购买评价影响要大于产品制造国形象对消费者购买评价影响;而对于非耐用品而言,品牌来源国形象与产品制造国形象对消费者产品评价的影响差异不大。基于以上的研究结论,本研究认为企业可以利用混合来源国的形象提高自己在消费者心中的印象。
[Abstract]:With the development of economic globalization and integration. Consumers are often faced with a wide range of domestic or foreign products. Most of these products fall under the category of mixed products, that is, one product will have more than one source country. The image of these countries of origin will be formed. External clues to the product. In recent years, scholars have studied the image of mixed country of origin from different dimensions. This paper based on the previous research, based on the product category perspective. The effect of mixed source country image on consumer purchase evaluation is studied. Based on the theory of mixed country of origin, this study is based on two dimensions: the source country of product manufacture and the source country of brand. To explore the effect of mixed source country effect on consumer purchase evaluation. Considering that product type is an important factor affecting consumer purchase evaluation, this study takes it as a regulating variable. And the products are divided into durable goods and non-durable goods, on the basis of which the theoretical model is constructed. And put forward the relevant research hypotheses. This study first through the focus group discussion method to get the consumer familiar durable goods and non-durable goods. In order to eliminate the impact of the brand. The product uses virtual brand to carry on the research. This research obtains 215 valid sample data by the way of questionnaire survey. The empirical results show that the dimension of brand origin image plays a significant role in consumer purchase evaluation by using SPSS19.0 statistical analysis software. (2) the dimension of the image of the country of origin of product manufacturing has a significant effect on the evaluation of consumer purchase; (3) the impact of mixed source country image on purchase evaluation is different under different product categories, when the product belongs to durable goods. The impact of brand source country image on consumer purchase evaluation is greater than that of product manufacturing country image on consumer purchase evaluation; For non-durable goods, the impact of brand country image and product manufacturing country image on consumer product evaluation is not significant. This study suggests that firms can use the image of mixed source country to improve their impression on consumers.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F274

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