基于合理性理论视角的来源国效应研究

The Study of the Effect of the Country of Origin:From the Perspective of Legitimacy Theory

文章基于制度理论中的合理性理论视角,对来源国效应进行了剖析,认为来源国效应本质上是通过合理性感知这一中介机制来发挥其对消费者态度和行为的影响的。消费者会分别基于来源国的绩效和制度形象形成对实用合理性和社会合理性两种判断,进而决定采取何种态度或行为。因此,企业可以通过绩效行为和制度行为来发展提升其来源国合理性的策略。

This paper investigated the COO effect from the perspective of legitimacy theory,and found that COO effect is essentially a kind of recognition and judgment of products＇ legitimacy,and consumers would judge pragmatic legitimacy of one country＇s products through performative image and social legitimacy through institutional image,and then decide on their attitude and conduct.Firms can develop legitimate strategies to enhance the legitimacy of their COO.