“本地货”意识、品牌特性与消费者本地品牌偏好研究  

Local-brand Consciousness,Brand Characteristics, and Consumers' Preferences for Local Brands

作　　者：贺和平[1] 苏海云[1] 

机构地区：[1]深圳大学管理学院,广东深圳518060

出　　处：《深圳大学学报（人文社会科学版）》2012年第6期100-105,68,共7页Journal of Shenzhen University：Humanities & Social Sciences

基　　金：国家自然科学基金项目"消费者感知广告语言形象对广告说服力的影响研究:基于消费者心理与生理的测试"(71002081)

摘　　要：对于在一个国家内部的区域层次上,品牌原产地联结是否会影响消费者品牌偏好的问题需要实证研究进行回签。我们利用一个包含175份有效问卷的便利样本数据对消费者"本地货"意识、品牌特性对本地品牌偏好及其购买行为的影响进行分析,结果表明:不管是否加入品牌特性变量,"本地货"意识都会正向影响消费者本地品牌偏好;本地品牌的相对知名度、相对质量、相对性价比越高,消费者就越偏爱本地品牌;而"本地货"意识、消费者本地品牌偏好与消费者购买行为之间的关系则并不明显。At the regional level in a country＇s domestic market, does a connection between the brand and its origin of manufacture play a role in consumer brand preference？ This research is based on a convenient sample data of 175 valid responses. It analyzes consumers＇ consciousness of local brands, brand characteristics and the impact of the two on local brand preference and purchasing behavior. Our study shows that local brand consciousness always positively impacts local brand preferences whether brand characteristic variables are factored in or not. Other variables controlled, the higher the local brand awareness, the better the relative quality of the local brands, and the better relative performance to price ratio, more heightened consumer preference for local brands will be. No significant correlation exists among local goods awareness, local brand preference and consumers＇ purchasing behavior.

关 键 词：“本地货”意识 品牌特性 消费者品牌偏好 消费者购买行为 

分 类 号：F713.50[经济管理—市场营销]