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论文编号：	2097
作者编号：	2120052001
上传时间：	2010/4/20 10:46:11
中文题目：	国家形象对消费者购买意愿影响研究
英文题目：	Country-of-Origin; Country Image; Fishbein Model;
指导老师：	李东进
中文关键字：	原产国；国家形象；Fishbein模型；购买意愿
英文关键字：	Country-of-Origin; Country Image; Fishbein Model;
中文摘要：	经济全球化的浪潮已经席卷了整个世界，它将整个世界纳入一个统一的市场体系当中，中国业已成为“万国产品博览会”。中国消费者面临着琳琅满目的他国商品，其在购买意愿上是否会受到原产国国家形象的影响？这是一个悬而未决的问题。本研究以Fishbein模型为基础，将国家形象作为一个新的变量引入到模型中作为对模型的修正，探讨国家形象对消费者购买意愿的影响。 目前，学术界对国家形象如何测量尚未达成一致意见。因此，本研究首先在以往研究基础上提出国家形象初始量表，然后经过探索性和验证性因子分析，对量表进行提炼，最后将提炼后的国家形象作为新的变量加入到Fishbein模型之中。本研究采用结构方程模型对理论模型进行检验，以探明变量之间的路径系数，从而了解到变量之间的影响关系大小。本研究最后采用了多元方差分析，用以考察变量在不同群组之间的均值及其均值的差异，结合前一步骤的分析，可以对这种差异作出有充分依据的解释。 本研究发现，消费者对国家形象的感知大体上分为四个构面：与中国关系评价、国家发展程度、整体产品评价、整体人民评价，国家形象各构面的组成项目因不同国家而有所差异。在所研究的美、德、日、韩4个国家中，消费者对不同国家的国家形象感知存在显著的差异，对德国国家形象评价最高，其次是对美国和韩国国家形象的评价，最后是对日本国家形象的评价。将国家形象作为新的变量引入Fishbein模型，发现模型依然与实际数据有着较好的吻合，验证了Fishbein模型具有较好可扩展性和跨文化适应性。通过对模型分析，发现国家形象对购买意愿没有直接的影响，但是间接地影响到消费者的购买意愿，其影响系数因不同产品类别而有所差异，其中国家形象对服装产品的购买意愿影响最高，手机产品次之，对汽车产品的购买意愿影响最低。整体来看，消费者对德国产品的购买意愿最高，对美国和韩国产品的购买意愿次之，对日本产品的购买意愿最低。 本研究创新之处在于通过对国家形象量表的信度和效度分析，发现国家形象不仅在构面上因不同国家而异，而且在构面的组成项目上因不同国家而异。本研究第一次将国家形象作为新的变量引入Fishbein模型，考察了国家形象对消费者产品购买意愿的影响。通过将产品评价划分为产品评价象征性和产品评价功能性，发现国家形象对产品功能性评价的影响要显著地高于对产品象征性评价的影响，而产品象征性评价对购买意愿的总影响要显著地高于产品功能性评价对购买意愿的总影响。 根据研究的结果，本研究提出了国家政府应该实施国家品牌化运作、文化营销、严格出口标准等措施来提升中国国家形象，为中国企业“走出去”提供软实力支撑。本研究对企业在进行国内市场营销时提出采取广告沟通策略、品牌名称西化和品牌形象来利用有利的国家形象，在进行国际市场营销时要通过选址决策、选择合适的销售渠道以及加强产品信息沟通来淡化或规避中国国家形象不利影响。
英文摘要：	Economic globalization tide has already carried with all over the world, and it brings the world into a unified market system. Now, China is becoming "thousands of countries' products exposition". The Chinese consumers are facing with the other countries commodity, and we want to know what the country image will play role in purchase process? This is a pending question. This study is based on the model of Fishbein behavior intention, and we add the country image as a new variable into the model, which called modified model. In the view of this modified model, we can discuss the country image effects on consumers purchase intention. At present, in academic field how to measure the country image hasn’t reached a consensus. Therefore, in this study, we first suggest an initial country image scale, which based on previous studies. Then by the exploratory factor analysis and conformity factor analysis, we have a refined scale. Finally, we add the refined country image as a new variable into the Fishbein model. For determining the coefficients between the variables and the degree of effects, this study used structural equation model. In order to know the differences of mean vales between different groups, this study used multivariate analysis of variance. In the end, we can make a sufficient interpretation for such differences. This research discovers that consumers’ perceptions of country images can be divided into four parts in general, which are “Appraise of the relationship with China”, “Degree of country development”, “Appraise of products as a whole”, “Appraise of people as a whole”. There are significant differences in consumers’ perceptions of different country images, in which Germany’s image gets the best appraise, America and Korea’s in the next place, and Japan in the last. Country image has no direct impression on purchase intention, but it impresses consumers’ purchase intention indirectly through impression on functional appraise and symbolistic appraise of products. Impression coefficients are different with each other because of the kind of different countries and different products, but they are all between 0.44 and 0.67 basically. So, consumers’ purchase intention ranges highest in Germany’s products, in the next place in America’s and Korea’s and lowest in Japan’s. The innovation of this research lies in bringing country image as a new variable into the Fishbein Model as well as exploring country image’s impression on purchase intention. The are also new findings of the research results that country image’s impression on functional appraise of products is higher than symbolistic appraise of products significantly, and the symbolistic appraise of products has greater general impression on purchase intention than functional appraise of products significantly. According to the results of this study, we propose some suggestions on how to establish a favorable country image to the foreign governments, and how to avoid the negative country image to the foreign companies. Meanwhile, we suggest the Chinese government should make use of the chance of the 2008 Olympic Games and the 2010 Exposition to enhance China's country image. For Chinese enterprises we suggest how to use other countries' image to enhance their own marketing competitiveness.
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