国家形象对产品质量感知影响效应研究——中国消费者地区性差异检验  

Study on Country Image Effect on Perception of Product Quality——Customers' Regional Difference Test in China

作　　者：杜立婷[1,2] 武瑞娟[3] 

机构地区：[1]南开大学商学院,天津300070 [2]天津工业大学文法学院,天津300387 [3]天津理工大学管理学院,天津300384

出　　处：《预测》2014年第5期15-22,共8页Forecasting

摘　　要：本文基于我国上海、北京、成都、青岛和沈阳五个城市的消费者对美、德、日、韩的国家形象以及四国产品质量感知的问卷调查,探究不同地区消费者关于国家形象对产品质量感知的影响效应。通过理论梳理和探索性因子分析,本文将国家形象分为三个构面,即认知构面、规范构面和情感构面。结果表明:除规范构面外,国家形象的认知构面和情感构面对产品质量感知的影响效应显著,且具有地区性差异。具体而言,在沈阳、成都等区域中心城市,消费者对国外产品质量的评价较多地受到该国形象情感构面的影响;在我国的一线城市,如北京和上海以及经济发达的沿海城市青岛,情感构面对产品质量感知的影响则相对较弱。本文的研究结论和研究理路对我国企业和公司的跨国营销策略的制定和实施亦有助益。This study aims to explore how do Chinese consumers located in different regions perceive country image differently. Consumers were randomly selected from Beijing, Shanghai, Chengdu, Qingdao and Shenyang to attend the survey. The results firstly demonstrate that the county image can be divided into three factors which are cognitive factor, affective factor and normative factor, but only normative affect has little effect on the consumer＇ s perception of the prod- uct quality. Moreover, the results show that Chinese consumers in different regions focus on different country image factors when they perceive the general quality of foreign products. Specifically, affective factor has more effect than cognitive factor in Shenyang and Chengdu, but it is relatively less important in Beijing, Shanghai and Qingdao. The outcome of this study is also of benefit for Chinese corporations to make proper global marketing strategies according to different regions.

关 键 词：国家形象 产品质量感知 中国 地区性差异 

分 类 号：F713.55[经济管理—市场营销]