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论文编号：	619
作者编号：	2120062064
上传时间：	2008/6/20 1:25:43
中文题目：	地区形象差异对消费者购买意向影
英文题目：	Study on the Influence of the
指导老师：	李东进
中文关键字：	原产国效应;地区形象;购买意向;<
英文关键字：	Country-of-origin Effect;Regio
中文摘要：	经济全球化已经成为支配世界经济发展的新趋势，在这种趋势的大潮流下，跨国公司在全球范围内配置资源，关于原产国形象对消费者行为的影响的研究已经成为国际营销领域研究的热点。在很多学者的共同努力下，原产国效应理论已经非常成熟。 在同一个国家中，存在着在文化、地域、经济等方面差距较大的地区，这些地区的地区形象之间也存在着很大差异，这种差异是否也会影响消费者行为呢？很少有学者对这个问题进行深入的研究。但是为了争取更多的投资进入本区域，现在城市之间的竞争越来越激烈。企业在进行投资和产品市场开拓时，也应该考虑地区形象的影响。针对地区形象差异对产品评价和消费者购买意向的影响，本研究以天津和上海为例，在北京、宁波、杭州、太原和保定五个城市进行了实证调查。 本研究通过方差分析，发现天津和上海之间确实存在地区形象差异。上海的地区形象显著高于天津。在地区形象各构面上，整体地区形象和整体产品形象上海要明显高于天津，整体人民形象天津高于上海。地区形象对消费者的产品评价产生显著影响。产品评价包括产品的功能性评价和产品的象征性评价。地区形象对这个两个方面都产生显著影响。地区形象好的产品评价高，地区形象差的产品评价低。地区形象对消费者购买意向产生显著影响，地区形象好的地区产品购买意向高，地区形象差的地区产品购买意向低。同时，产品功能性评价和象征性评价也对消费者购买意向产生影响。也就是说，地区形象不仅直接影响消费者购买意向，而且还通过产品评价对消费者购买意向产生影响。最后通过LISREL路径分析，本研究的模型拟合程度较好，均达到了一定的显著程度。 通过本研究的结论可以得知，一个地区形象的好坏是非常重要的，好的地区形象可以吸引更多的投资，而且会提高消费者对其生产的产品的购买意向和产品评价。所以，无论企业经营者还是政府管理者，都要努力树立好的地区形象，以提高城市品牌和产品品牌。
英文摘要：	Economic globalization has already become a new dominant global economic development trends. In this trend, the transnational corporations dispose resources in the world. The research on the phenomenon that the image of the country of origin impacts on consumers’behaviour has become a research hotspot in the international marketing field. In the joint efforts of many scholars, the country of origin effect theory has already been very mature. In one country, there are some areas different in such aspects as culture, region, and economy. Does the difference between the images of these regions also affect consumers’behavior? Few scholars on this issue in-depth study. However, in order to attract more investment into the region, competition between cities increasingly fierce. Enterprises should consider the influence of the regional image too while carrying on investment and products market development. In the light of the affect the country image on consumers’perchurse intention, this research takes Tianjin and Shanghai as an example, and has carried on the real example investigation in five cities of Beijing, Ningbo, Hangzhou, Taiyuan and Baoding. This research finds that there are differences of region image between Shanghai and Tianjin through analysis of variance. The region image of Shanghai is higher than that of Tianjin notably. In each expect of region image, the whole area image and the whole products image of Shanghai are both obviously higher than those of Tianjin, and the whole people's image of Tianjin is higher than that of Shanghai. Region image produces remarkable influence to consumers' evaluation of products, which includes symbolic evaluation and functional evaluation. Region image both produced remarkable influence on these two respects. The evaluation of the products from the area with better region image is higher than that with worse region image. Region image affects consumers’purchase intention. Consumers’purchase intention of the products from the area with better region image will be higher. At the same time, the functional evaluation and symbolic evaluation of products also affect consumers’purchase intention. That is to say, the region image not merely affects consumers’purchase intention directly, and still affects consumers’purchase intention through the evaluation of products. Through path analysis of LISREL, we can find that the degree of fits of the model is high. The results of this paper indicate that the quality of region image is very important. The good region image not only can attract more investment, but also can raise consumers purchase intention and evaluation of products. So, in order to raise the city brand and products brand, no matter enterprise's operators or government's administrators should all try to establish good region image.
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