基于Fishbein合理行为模型的国家形象对中国消费者购买意向影响研究——以美、德、日、韩四国国家形象为例  

A Study on the Impact of Country Image on Purchase Intention of Customers Based on Fishbein’s Model of Reasoned Action: The Country Images of America, Ger-many, Japan and Korea

作　　者：李东进[1] 安钟石 周荣海[3] 吴波[4] 

机构地区：[1]南开大学商学院市场营销系 [2]全州大学(韩国)商学院 [3]南开大学商学院 [4]安徽工业大学管理学院

出　　处：《南开管理评论》2008年第5期40-49,共10页Nankai Business Review

基　　金：国家自然科学基金项目(70672033)阶段性成果

摘　　要：本研究对我国消费者进行问卷调查,通过实证分析发现,消费者对国家形象的感知大体上分为四个构面:与中国关系评价、国家发展程度、整体产品评价、整体人民评价,国家形象各构面的组成项目因国家不同而有所差异。本研究将国家形象作为新的变量引入Fishbein模型,发现模型依然与实际数据有着较好的吻合,验证了Fishbein模型具有较好的可扩展性和跨文化适应性。通过模型分析,发现国家形象间接地影响消费者的购买意向,其影响系数因产品类别不同而有所差异,其中国家形象对服装产品的购买意向影响最高,手机产品次之,对汽车产品的购买意向影响最低。This study discovers that consumers＇ perceptions of country images can generally be divided into four categories： ＂Appraisal of their relationship with China＂, ＂Degree of country development＂, ＂Appraisal of products as a whole＂ and ＂Appraisal of the people as a whole＂. Country image has no direct impact on purchase intention, but it impacts consumers＇ purchase intentions indirectly through its impact on the functional and symbolic appraisal of products, the at- titude toward brands and the subjective norm. Impact coefficients are different for different countries and different products, although they are all between 0.44 and 0.67. Consumer purchase intentions are highest for German products, then American, Korean and lowest are Japanese. This study also proves that Fishbein＇s model of reasoned action is also applicable in China. The innovative content of this research lies in introducing country image as a new variable into the Fishbein Model, as well as exploring the impression a country＇s image has on purchase intention. New findings of the research are that the impres- sion a country＇s image has on the functional appraisal of products is significantly higher than on the symbolic appraisal of products; and that symbolic appraisal has a significantly greater impression on purchase intention than functional appraisal. According to the results of this study, we propose some suggestions on how to establish a favorable country image to foreign governments, and how to avoid a negative country image among foreign companies. Meanwhile, we suggest the Chinese government should make use of the chance offered by the 2008 Olympic Games and the 2010 Exposition to enhance China＇s country image. For Chinese enterprises we suggest how to use other countries＇ images to enhance their own marketing competitiveness.

关 键 词：原产国 国家形象 Fishbein模型 购买意向 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]