低介入度产品迷惑式品牌名称的原产地认知研究——以瓶装水、洗发水、服装为例

Brand Origin Perception of Confusing Brand Names of Low-involved Products Taking Examples of Bottled Water,Shampoo,and Apparel

以瓶装水、洗发水、服装为研究对象测量中国消费者对低介入度产品的品牌原产地识别准确度(BORA低),发现消费者的BORA低比较低;教育、经济收入、性别直接影响BORA低,并且教育、年龄通过民族中心主义观念这个中介变量间接影响BORA低。研究揭示中国消费者不清楚低介入度产品的原产地信息,说明原产地研究的隐含假设值得商榷,对国内原产地研究提出建议,并且建立消费者对于BORA低的认知模型。

In Chinese market many firms employ confusing brand names. Are consumers really confused？ This paper testifies Brand Origin Recognition Accuracy of low-involved products （BO- RALow） using the bottled water, shampoo and apparel and finds out that consumers have limited knowledge of BORALow ; their education, income and gender directly influence BORAI.ow, and the ed- ucation and age indirectly affect BORALow through a mediator, consumer ethnocentric tendencies. The study suggests that Chinese consumers do not know brand origin of low-involved products, questions the concealed pre-assumption of researches on country of origin, advises to Chinese researches on country of origin, and establishes a model about consumers＇ perception of BORALow.