服装品牌来源国效应对消费者认知的影响

Influence of clothing-brand country-of-origin on consumers cognition

在对现有来源国效应相关理论文献分析的基础上,结合服装行业的特点,采用问卷调查的方法,得出国内消费者对美、法、英、日、韩、中等6国服装品牌的态度。探讨来源国形象对消费者的产品信念和品牌态度的影响,并分析了消费者的产品信念与品牌态度之间的相关性。结果显示:对于服装品牌来说,在中国消费者中确实存在较为明显的来源国效应;来源国形象的4个维度,即国家认同度、品牌固有印象、国家发展水平、时尚引导力,均对消费者的产品信念产生影响;消费者对来源国服装品牌的产品信念与消费者的品牌态度之间存在正相关关系。

Based on analyzing the theory of country-of-origin effect and considering the characteristics of garment industry,this study deduces the consumer′ s attitude to the clothing brand from six different countries including the United States,France,Britain,Japan,South Korea and China by survey approach.The effect of the image of country-of-origin on customer′s product beliefs and brand attitudes was investigated.The correlation between consumer′s product beliefs and brand attitudes was analyzed.This research drew conclusions that country-of-origin effect does exist in Chinese consumers.Four dimensions of country-of-origin image,i.e.country identify,brand stereotypes,country developing level,fashion leading power have influence to customer′s product beliefs.It has correlativity between consumer′ s product beliefs and brand attitudes of clothing brand from country-of-origin.