“特产”的原产地形象研究:缘起、理论基础和方向

Research on Country-of-Origin Image of Special Local Products:Genesis,Theory Foundation and Directions

消费者拥有的"特产"知识的结构特征以及"特产"具有"信任型产品"的特征,使原产地形象的相关理论可以应用到"特产"的研究中,尤其是原产地形象的形成机制理论、原产地形象的作用机理理论、原产地形象的效应及调节变量的理论。未来可运用这些理论去进行"特产"的原产地形象效应存在性验证、认知机制的探索以及有关效应变量间的关系研究。

The characteristics of customer knowledge about special local products and the characteris- tics of trustful products make the country- of- origin image theory applicable to be used in special local products management, especially the country - of- origin image theory on forming mechanism, the country - of- origin image theory on effect mechanism, and the country - of - origin image theory on mediating variables. So, all of these theories should be used in the research on the inspection of country - of- origin effects about special local products, the exploration of country - of- origin mechanism about special local products, and the study of country - of- origin mediating effects about special local products.