产品评价的来源国分解效应:欠发达国家视角

Partitioning Country of Origin Effects about Product Evaluation:From the Perspective of Underdeveloped Countries

出于不同的目的,无论是发达国家还是欠发达国家,都呈现出产品来源国分解的趋势。以往的研究表明,发达国家为了降低成本将生产转移到欠发达国家,而欠发达国家的消极形象并未降低消费者对产品的评价;当欠发达国家为了提高消费者对产品的评价而利用发达国家的技术和设计时,结果却并不理想。为此,文章引入混合产品的解释机制,着重从欠发达国家视角探讨来源国分解效应。通过实验发现:欠发达国家产品来源国分解后,在一般情况下,由于消费者启动的是关系解释而不会改变对产品的评价,当启动属性解释时,有助于提高消费者对产品的评价;而对欠发达国家本国的消费者而言,则无论是否启动属性解释,对产品的评价都会显著提高。

For different purposes,the trend of partitioning product county-of-origin is going on whether in developed countries or in underdeveloped countries.Previous studies showed that the developed countries transferred the production to the underdeveloped countries for cost reduction.The negative image of underdeveloped countries did not influence the consumers＇ evaluation of products.When the underdeveloped countries exploited the technology and design of the developed countries for better evaluation from consumers,the result was not satisfactory.Therefore,the current study introduces the interpretation mechanism of hybrid products and discusses the parted effect of county-of-origin.The current study indicates important results through experiments.When the country-of-origin of products from the underdeveloped countries is partitioned,the evaluation about the products will not be significantly improved because consumers prime the relational interpretations under normal circumstances.If property interpretations are primed,the evaluation about the products will be significantly improved.For its own consumers from the underdeveloped country,the evaluation about the products will be significantly improved whether or not the property interpretations are primed.