联系我们

论文查询结果	返回搜索

论文编号：	9410
作者编号：	2120152498
上传时间：	2017/6/21 15:46:59
中文题目：	原产地形象对产品评价的影响研究 ——卷入度的调节作用
英文题目：	The Study of the Impact of Country-of-origin Image on Product Evaluation: The Moderating Effect of Involvement
指导老师：	李东进
中文关键字：	原产地形象 ；原产地效应 ；产品评价 ；卷入度 ；线索
英文关键字：	Country of Origin Image； Country of Origin Effect； Product Evaluation；Involvement；Cues
中文摘要：	原产地形象作为营销学界的经典话题，学术界对其的研究与探讨从未停止。根据中国与世界贸易组织的协定，中国已于2015年完全打开国内市场。面对全球化程度逐渐加深的市场，消费者的行为也均会发生改变。因此有必要再次探究原产地形象在消费者评价、选择、购买产品时扮演的作用，以期对企业的营销实践带来启示。 本研究回顾了原产地形象、原产地效应、消费者态度、产品评价以及卷入度等相关理论和研究。在此基础上，通过对中国大学生群体对韩国原产地形象及韩国产品评价的看法进行问卷调研以获取实际调研数据，并对收集到的数据进行统计分析。本研究主要探讨了中国消费者对韩国原产地形象的感知及与这种感知与对韩国产品评价之间的关系，分析了变量之间的关系以及影响程度，并且引入消费者产品卷入度作为调节变量来检验其调节作用，验证研究模型。 本研究通过分析发现目前中国消费者对韩国及韩国产品的评价较低，但二者间的正相关关系显著存在。同时，实证分析表明韩国的国家形象分析维度相比研究模型所设计的维度要更加细化。产品卷入度的调节作用也得到验证。 最后，本研究根据调研与分析结果为企业在中国市场充分利用原产地效应、优化营销手段提出了建议。
英文摘要：	As a classic topic of marketing, academia's research and discussion of country-of-origin image has never stopped. According to China and the World Trade Organization (WTO) agreement, China has fully opened the domestic market in 2015. In the face of the gradual deepening of the globalization of the market, consumer behavior will also change. Therefore, it is necessary to explore the role of country-of-origin image when consumer evaluate products, as for bringing enlightenment to the marketing practice of the enterprise. Theories and bibliographies about country image，country-of-origin effect, consumer’s attitude, evaluation of products and involvement are reviewed in this paper．On this basis, through the questionnaire survey of the Chinese college students on the image of Korean origin and Korean product evaluation, the paper tend to obtain the actual research data, and use the collected data for statistical analysis. This study explores the perception of Chinese consumers' image of Korea's country-of-origin image and its relationship with this perception and the evaluation of Korean products. The relationship between variables and the degree of influence are analyzed．This study also introduced into the degree of involvement as a moderating variable to test its moderating role. In this study, we found that Chinese consumers have lower evaluation of Korean and Korean products, but the positive correlation between them is significant. At the same time, empirical analysis shows that South Korea's national image analysis dimension is more detailed than the dimension of the research model. Further more, the moderating effects are also verified. Finally, this study puts forward some suggestions on how to make full use of the origin effect and optimize the marketing strategies in the Chinese market according to the analysis results.
查看全文：	预览  下载(下载需要进行登录)