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论文编号：	8395
作者编号：	2120142464
上传时间：	2016/6/9 11:10:23
中文题目：	原产国形象对消费者购买意向的影响研究—网络口碑的调节效应
英文题目：	The Image of Country of Origin Effect on Consumers’ Buying Intention- the Moderating Effect of e-Word of Mouth
指导老师：	李东进
中文关键字：	原产地效应;口碑效应;购买意向;外国品牌化妆品
英文关键字：	The Country of Origin Effect;Word of Mouth Effect;Buying Desire;Foreign Brand Cosmetics
中文摘要：	原产地（Country of Origin）效应的探究始于1965年Schooler学者。这位学者的调查发现，消费者对于来自不同国度的产品存在着差异性的评价。Schooler对于原产地效应的发现掀起了该研究的学术热潮。而且随着国际化分工的加剧，许多产品拥有多国的身份，即产品的品牌、研发、设计、制造等来源于两个或者两个以上的国家。因而也有学者将原产地效应区分为品牌原产地、研发原产地、设计原产地和制造原产地等等。随着研究的不断深入，学者们对于原产地效应的探讨不再局限于原产国这一范围，而是开始探究在同一国家内部同样存在着原产地效应，即不同地区的形象是有差别的。但是无论海内还是海外有关原产地效应的探究都没有形成一个比较系统性的框架。网络使得整个世界相互联系成为一个整体。由于网络口碑的易得性使得消费者在购买产品的时候能够获得大量有关产品的信息。通过这些信息，消费者的购买产品的意愿得到了引导。本文的研究问题是在网购情境下，原产地效应是否会受到网络口碑的调节作用。随着人们消费能力的不断提高，消费者越来越重视对化妆品的购买来使得自身的形象更加美观。由于国外化妆品的质量有比较大的保障，消费者也越来越倾向于购买品牌来源于国外的名牌化妆品。在网络上购买化妆品也成为消费者尤其是女性购物者的主要购买行为方式之一。由于化妆品购买群体比较大，有利于数据的搜集，本文就以国外品牌化妆品为例，通过有关消费者在网上购买所需化妆品的数据,来检验文章所提出的两个假设。 本文的第一章的内容是导论部分，其主要包括所提出的探究问题、研究的目的及意义以及研究方法和创新之处；第二章是对于文献综述，其包含了原产地效应、口碑效应以及购买意愿；第三章是本文的重点，这一章是通过上一章所梳理地文献而提出了本文的模型（即将原产地效应作为自变量，购买意向做为因变量，口碑效应为调节变量），并随后提出了2个假设，随后根据已有文献中的量表，设计了本文的调查问卷；第四章的内容主要是依据发放的电子问卷所搜集到的数据，用spss数据分析工具对数据进行细致的处理；第五章的内容是关于检验的数据以及相关的结论。第六章的内容包含通过假设检验所得出的结论，依据结论所得出的建议，指出文章在一些方面的缺陷和未来的研究方向。 本文的主要创新之处在于将网络口碑作为一个调节变量。以往的研究中没有将网络口碑当作一个调节变量，来测量其对原产地效应影响消费者的购买意向的调节性作用。
英文摘要：	The study of “Country of Origin Effect” has derived from 1965.The scholar，Schooler，did a survey which suggest that customers tend to give priority to some certain countries’ product. This research suggested that the “Country of Origin Effect” exists. As this discovery，a herd of scholars flock to study this area. This tide never disappear even we enter into 21 century. Those scholars focus on the existence of “Country of Origin Effect”、the active mechanism of “Country of Origin Effect” and the influential factors of “ Country of Origin Effect” and so on. As the trend of international division become more and more obvious，more and more products have 2 or more than 2 countries’ identity: they are derived from one country, designed by another country while manufactured by a third country. As the time pass by, scholars’ discussion on this subject begin to focus on the “Area of Origin Effect”, i.e: the same product from different area of one country will affect the customers’ desire to buy the product.This breakthrough open a new view to the study of this subject. More and more study will tend to this direction. In 21 centry,buying products through the internet became a habit of customers. The no limit of time and space features of internet make the whole world connect together. The easy access to the internet word of mouth can provide the customers with multiple information of products when they decide to buy products. This relative information have obvious effect on the customers’ desire to buy products. A lot of studies suggest that “Country of Origin Effect” exists. However those studies based on customers’ buying things from local stores. As the average customers become more and more affluent，they tend to buy more and more cosmetics to make themselves more and more beautiful. The security of high quality of foreign brand cosmetics urge customers to buy. Buying cosmetics form the internet become one of the customers’ shopping ways. Because of lots of people shopping cosmetics on the internet，this essay choose foreign brand to support its hypothesis. The first chapter is about introduction，which includes the source of this study、the purpose of this study and the study methods; The second chapter is about the review of literature, which covers the Country of Origin Effect、Word of Mouth Effect and buying desire; The most important part is the third chapter, which contains the model( the Country of Origin Effect as independent variable, buying decision as dependent variable and Word of Mouth Effect as moderating variable), three hypotheses, derived from the existed essays and questionnaire, come from previous scales; The forth chapter is about the analyses of the collected data；We used the collected data to testify the hypotheses in the fifth chapter；In the last chapter，we got the result of test and then give suggestions，in the meanwhile，found out the weak points and suggested the future study direction. The innovative point of this paper is that the internet word of mouth is a moderating variable. In the past studies, a lot of them focused on the effect of country of origin on the consumer buying desire and in the meanwhile, moderating variable were price、quality and so on. And lots of studies focus on the effect of internet word of mouth on the consumers’ buying desire. So this paper has the practical meaning. As the internet become more and more popular, consumers tend to surf on the internet to collect the relative information about their wanted goods or service before buy them. Some relative studies suggest that the effect of country of origin will become weaker as the consumers get more and more information about their products. So this study can provide companies with useful suggestions.
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