摘要
从消费者感知视角出发,研究来源国形象、企业形象对消费者感知价值和购买意愿的影响。针对不同的竞争性观点,分别构建理论框架和研究假设,并基于IT行业收集的数据进行实证研究。结果发现:来源国形象可以促进企业形象的改善;来源国形象对消费者感知价值有直接且正向的影响,并且会通过企业形象的中介作用间接影响消费者感知价值;产品介入度正向调节来源国形象、企业形象与消费者感知价值之间的关系;消费者感知价值与购买意愿显著正相关。
From consumers' perspectives,the research discusses the impacts of the country-of-origin and corporate images on perceived values,and further explores the influences on purchasing intentions. On the basis of theoretical analysis,this research builds theoretical framew ork and research into hypotheses in the view of different competitive theories. Research data w ere collected based on the IT industry. The results are as follow s:( 1) The country- of- origin image can promote the enterprise image;( 2) The country- of- origin image has a direct and positive effect on consumers' perceived value,it also had an indirect effect through the corporate image on consumers' perceived value;( 3) The product involvement had positive effects on the relationship betw een the country-of-origin image and the consumers' perceived value,corporate image and the consumers' perceived value;( 4) The consumers' perceived value had a positive relationship on purchase intention.
出处
《财贸研究》
CSSCI
北大核心
2013年第6期123-132,共10页
Finance and Trade Research
基金
国家自然科学基金项目"消费者信任受损及修复机理研究"(71102038)
中国博士后科学基金"背景信任危机下的消费者品牌态度和品牌归类研究"(20100481105)
江苏省普通高校研究生科研创新计划"模仿还是创新?中国制造企业的困境及策略选择"(CXZZ12-0070)的资助
关键词
来源国形象
企业形象
购买意愿
产品介入度
country-of-origin image
corporate image
purchase intention
product involvement
