联系我们

论文查询结果	返回搜索

论文编号：	7561
作者编号：	2120132420
上传时间：	2015/6/15 12:42:24
中文题目：	认知地区形象和情感地区形象的效应研究 ——以长春、重庆、深圳为例
英文题目：	The Study of Regional Effects on Cognitive Regional Image and Affective Regional Image ——Take Changchun,Chongqing,Shenzhen as Examples
指导老师：	李东进
中文关键字：	认知地区形象；情感地区形象；产品形象
英文关键字：	Cognitive regional image; Affective regional image; Product image
中文摘要：	随着商品贸易的不断发展，市场竞争越来越激烈，消费者的购物选择也越来越丰富，人们的购买意向受到多种因素的综合影响，其中原产地效应是一个不可忽视的因素，自Schooler在1965年首次提出之后，受到了国内外学者的普遍关注，众多学者对此进行了大量的实证研究。面对商品市场上纷繁复杂的选择，消费者在做出购买决策的时候会很大程度上受到地区形象的影响，人们在购买不熟悉的产品时，地区效应会更加明显。消费者对于产品的评价或多或少的都打上了原产地形象的烙印。原产地形象对消费者的产品评价有着极为重要且深远的影响，这已经得到了众多学者的研究证实。 在激烈的商品竞争中，以地区为主体的竞争态势正在逐渐的形成与不断的深入发展之中。消费者在面对不同购买任务时，会运用不同的思维模式，分为理性购买和体验式购买，分别适合于不同的购买行为。那么，认知的地区形象和情感的地区形象对消费者理性和体验式购买的影响是否存在差异，这将是本研究主要关注的问题。 本文采用实证研究的方式，对产自长春、重庆、深圳的总体产品以及汽车、手机、服装、洗发水四种分类产品的产品形象和购买意向进行调查，并采用结构方程模型对研究的假设进行验证。 研究发现，总体产品形象与地区形象正相关，在理性购买中，情感的地区形象间接影响分类产品的形象，而在体验式购买中，情感的地区形象直接影响分类产品的形象。这在一定程度上丰富了地区形象的相关理论，对于企业经营管理者、政府管理者也具有一定的借鉴意义。文章共有图2幅，表15个，参考文献71篇。
英文摘要：	With the continuous development of trade in goods, the competition among the market is more and more fierce. The shopping choice of Consumers also become more and more abundant. Consumers' purchase intentions is affected by many factors. Origin Image is an important factor. Since Schooler put forward the theory of Origin Image first in 1965, the theory of Origin Image has received the widespread attention among scholars both at home and abroad, many scholars have conducted a large number of empirical studies. Facing many choices in the commodity market, When consumers make buying decisions,they would be largely affected by the regional image. When consumer is buying unfamiliar products, the origin effect will be more obvious. Origin image on consumers' perceptions of the quality of products and purchase intentions has great influence to the consumer, many scholars have proved this conclusion. In the fierce competition in the goods, areas as the main body of the competition is gradually formed. When consumers facing different tasks, they always use different thinking mode. It divided into rational purchase and experiential purchase.This essay will study if cognitive image and affective image have different effect on rational purchase and experiential purchase. This article adopts the way of empirical research, the study area are Changchun, Chongqing and Shenzhen, the study product are car, mobile phone, clothing and shampoo. We will use the structural equation model to verify the research hypothesis. The results show that the regional image is positively related to the whole product image. In the rational purchase, the affective regional image indirectly affect category product image. In the experiential purchase, affective regional image directly affect category product image.
查看全文：	预览  下载(下载需要进行登录)