服装产地对运动品牌定价的作用机理研究  

Mechanism Research on Country-of-Origin Effect of Clothing on Pricing Sports Brand

作　　者：雷培莉[1] 黄刚[1] 孙洁琼[2] 

机构地区：[1]北京化工大学经济管理学院,北京100029 [2]高丽大学经营学院

出　　处：《北京化工大学学报（社会科学版）》2015年第2期41-45,15,共6页Journal of Beijing University of Chemical Technology(Social Sciences Edition)

摘　　要：依据产地国形象的构成因素及服装消费行为模型设计调研问卷,面向大学生进行了调查,对六个国家进行对比分析,通过SPSS软件对服装产地国形象与消费者的每一个购买决策过程数据进行相关分析。对提出的假设进行检验,得出产地国形象对大学生消费群体购买决策过程影响的相关性分析。This article formulates the relation between the image interpretation towards the country of origins and the decision-making process about apparel consumption of university students. Questionnaire has been designed on the basis of Consumption Behavior Model Theory and the components within the image interpretation towards the country of origins. Likewise, investigation has also been conducted among university students by comparing the variable data between the image interpretation towards the country of origin and the decision-making process in six countries via SPSS. Hypothesis has been tested and followed by a conclusion regarding how the deci- sion-making process of university students would be affected by their interpretation towards the image of the coun- try of origins.

关 键 词：产地形象 品牌定价 购买决策 

分 类 号：F273.2[经济管理—企业管理]