来源国效应对大学生品牌态度的影响  

The Influence of Country-of-Origin Effect on Brand Attitude of University Students

作　　者：赵志霞[1] 唐娟[1] 

机构地区：[1]天水师范学院教育学院心理系

出　　处：《社会心理科学》2011年第2期57-64,共8页Science of Social Psychology

摘　　要：本文通过问卷法检验了大学生消费者在日常消费中对不同来源国产品品牌所持有的态度。80名大学生接受了调查,并对8个产品类别的64个国内外品牌作态度评价。研究结果表明,在不同的产品类别中,来源国效应普遍存在,不同性别对不同来源国的产品品牌的态度有一定的差异,但国外品牌的优势在大学生群体中并不显著,相反,在一些产品类别的品牌中,国内的品牌要比国外的品牌具有优势。In this paper, the questionnaire method ofconsumer testing in the consumer behavior of university students during the country of origin of different brand attitude. 80 university students were surveyed, and eight of the 64 product categories for the attitude of the brand at home and abroad evaluation. The results show that the effect of the prevalence of the country of origin, gender of different countries of origin of the product brands have a certain difference in attitude, but the advantage of foreign brands among college students is not significant.

关 键 词：来源国 来源国效应 品牌 品牌态度 

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