消费者产品质量知觉研究

A RESEARCH ON CONSUMERS' PERCEIVED QUALITY

本文探讨了品牌、产地、价格、服务及消费者的知识经验对消费者产品质量知觉的影响。结果表明：１、品牌、产地、服务对消费者的产品质量知觉有显著影响；２、消费者对名牌产品的质量知觉显著高于不知名品牌，对进口产品质量知觉显著高于国产产品，对服务好的产品质量知觉显著高于服务差的产品；３、知识经验丰富的消费者的产品质量知觉易受品牌的影响，而知识经验不足的消费者的产品质量知觉易受价格、服务的影响。

The article investigated the influence of brand,country of origin, price, service, consumers' knowledge and experience on their perceived quality. The results suggested that: 1) Brand ,country of origin, service significantly influenced consumers' perceived quality. 2) Consumers' awareness of name brand products'quality was greater than that of products of unfamiliarbrands, and that of imported goods better than that ofChinese goods. Products of good service were perceived better than those of poor service. 3) With goodknowledge and experience, consumers' perceived quality was more influenced by brands. And with poorknowledge and experience, consumers' perceived quality was more influenced by price and service.