中国消费者对于韩国移动电话态度认知要素形成的实证研究  

The Case Study on Forming of Cognizant Elements of Chinese Customers for Korean Automobiles Brand-Image

作　　者：徐佳[1] 许健[2] 

机构地区：[1]合肥学院外事处,合肥230022 [2]合肥学院管理系,合肥230022

出　　处：《价值工程》2009年第6期38-41,共4页Value Engineering

基　　金：合肥学院2008年度科研发展基金资助项目(08ky031rw)

摘　　要：对中国消费者对于韩国移动电话态度形成要素的相关研究,由理论、事例和实证分析三个部分组成。研究通对于态度形成的相关理论进行考察,以大量学术研究为理论背景,将已感知的品质、有用性、商标形象、危险知觉和国家形象设定为自变量,态度作为应变量,研究自变量与应变量之间的关系。事例研究以三星电子、LG电子公司为主要对象,实证部分以中国北京、上海、南京为调查基地,对普通消费者实行问卷调查。数据分析利用多元回归分析的方法。The paper researches on the elements of Brand-lmage for customers of China to Korean automobiles,which are composed of the theories,examples and case-studies. According to the theories of Brand-Image ,and based on the theoretical foundation, the paper researches on the relationship between independent and the dependent variables, with quality ,cost, promotion activities as independent variables and Brand-Image as the dependent variable. Case-studies are major to Hyundai ,Kia,Daewoo Corporations,and the investigation is major in Beijing,Nanjing and Shanghai. Getting dates＇through survey,and the assumption was case-studied by multiple regression analysis.

关 键 词：韩国移动电话 态度 多元回归 

分 类 号：F740.4[经济管理—国际贸易]