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论文编号：	897
作者编号：	2120071996
上传时间：	2009/5/21 13:08:09
中文题目：	地区形象对消费者购买意向影响的
英文题目：	A study of the impact of regio
指导老师：	李东进
中文关键字：	地区认同;原产地效应;地区形象;<
英文关键字：	Region identity;Country of Ori
中文摘要：	原产国形象对消费者行为的影响的研究在现今经济全球化世界经济发展的新趋势的背景下，已成为国际营销领域研究的热点。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，很多学者也针对地区形象差异对产品评价和消费者购买意向的影响进行了研究。在他们的共同努力下，原产国效应理论和地区效应理论已经非常成熟。 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，也开始考虑地区形象的影响。为了争取更多的投资进入本区域，很多城市都投入巨大的人力物力财力打造城市形象，但是这些城市形象是否得到消费者的认同，这些认同是否也会影响地区形象对消费者行为的效应呢？很少有学者对这个问题进行深入的研究。本研究通过引入消费者认同这个社会学和心理学上的概念，以天津和上海为例进行了实证调查。 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和地区认同差异。上海的地区形象和地区认同都显著高于天津。在地区形象各构面上，除了人文素质方面天津高于上海，其他方面上海都要明显高于天津。地区形象对消费者的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，地区认同的高低也对消费者购买意向产生影响。本研究通过方差和回归分析还发现，地区认同高的地区，消费者购买意向高，但是消费者并不会把“地区形象”作为自己购买意向的依据。地区认同低，消费者购买意向也低，但是消费者会把“地区形象”作为自己购买意向的依据。也就是说，地区认同影响了地区形象对消费者购买意向的作用。 通过本研究的结论可以得知，地区认同的高低对地区形象的塑造是非常重要的，高地区认同不但可以提高消费者对其生产的产品的购买意向，还能减少消费者对地区整体形象的关注。所以，无论企业经营者还是政府管理者，都要更关注消费者认同点，树立正确的地区形象和产品形象，进而提高地区知名度。
英文摘要：	On the background that the economic globalization has already become a new dominant global economic development trends， the research on the phenomenon that the image of the country of origin impacts on consumers’ behavior has become a research hotspot in the international marketing field. In one country， which has some regions different in such aspects as culture， region， and economy， the image of the region there is also very different. Many scholars also have already studied on the effect of regional differences in product evaluation and consumers purchase intention fields. In their joint efforts， the country of origin effect theory and the region effect theory has been very mature. Now the competitions among cities become increasingly fierce. Enterprises start to consider the influence of the regional image while carrying on investment and products market development. In order to attract more investment into the region， many cities have invested huge financial resources to build the image of the city， but DO the image of these cities have receive identities from consumers? Do the identities also affect the impact between region image and consumer behavior? Few scholars have studied deeply on this issue. This research tries to resolve the problem with through the sociological and psychological concepts， and takes Tianjin and Shanghai as an example. This research finds that there are differences of region image and region identity between Shanghai and Tianjin through analysis of variance. The image and identity of Shanghai are significantly higher than those of Tianjin. In each expect of region image， Shanghai is obviously higher than Tianjin， expect the quality of the humanities of Tianjin is higher than that of Shanghai. 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 level of regional identity also has an impact on consumer purchase intention. In this study， through the variance and regression analysis， we also found that areas of high identity， consumer’s purchase intention is high， but consumers will not use "image" as the basis for their purchase intentions. While where the identity is low， consumer’s purchase intentions is also low， but consumers will use "image" as the basis for their purchase intentions. In other words， the region identity affects the impact of between the regional image and the consumer purchase intention. Through the conclusion of this study we can find that the level of region identity is very important for the building of region image. High region identity will not only improve consumer’s purchase intention of the product， but also reduce the concern on the whole region image. Therefore， both enterprise's operators and government administrators should raise the visibility of the region by being more concerned about the field of consumer identity， and establishing a correct region image and product image.
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