原产国和消费者民族中心主义对组织购买者产品评价的影响  

The Effect of Country of Origin and Consumer Ethnocentrism on Chinese Organizational Buyers’ Product Assessment

作　　者：李东进[1] 周荣海[1] 安钟石 

机构地区：[1]南开大学商学院 [2]韩国全州大学经经济与管理学院

出　　处：《中大管理研究》2007年第3期1-22,共22页China Management Studies

基　　金：国家自然科学基金项目(项目号:70672033);韩国学术振兴财团课题项目(项目号:KRF-2006-B00065)的阶段性成果

摘　　要：原产国和消费者民族中心主义是全球化营销研究领域的热点问题,但是二者对组织购买者产品评价的影响研究相对较少。本研究以中国组织购买者为被访者,采用结构化问卷对其进行调查。通过多元方差分析和T检验发现,无论是基本生产设备还是辅助生产设备,组织购买者对其评价显著地受到原产国效应影响,尤其是受设计国信息的影响;无论是对本国产品还是文化相似国产品的评价,组织购买者并未受到消费者民族中心主义的影响。另外,本研究还发现,原产国效应不受组织特征的干扰。There are much studies on country-of-origin and consumer ethnocentrism in the global marketing field, but the study of whether and what they have effect on the organizational buyers is relatively little. This paper investigates Chinese organizational buyers by using a structured questionnaire. Through MANOVA and T test, we find that when the organizational buyers assess both basic and peripheral production equipment, they are significantly affected by COO, especially by COD; that when they assess both domestic products and cultural similar country products, they are not affected by consumer ethnocentrism. In the end, this paper suggests that the characters of organization doesn＇t affected the country-of-origin effect.

关 键 词：组织购买者 原产国效应 消费者民族中心主义 

分 类 号：F713.50[经济管理—市场营销]