品牌来源国对顾客忠诚和感知质量的影响机制

How Does Brand-Originating Counties Influence Customer Loyalty and Quality Perception

关于品牌来源国对消费者品牌忠诚和感知质量的作用机制,针对直接影响机制、间接影响机制、综合影响机制3种理论假说,分别构建理论框架和研究假设,并基于IT行业收集数据进行实证研究。研究结果表明,弹性模型可以更好拟合数据;品牌来源国对顾客忠诚是间接影响机制,对感知质量是综合影响机制。

Theorists have reach a consensus that brand-originating could influence consumers＇ Be- havior. But there are three appions about how Brand-Originating Counties Influences Customer Loyal- ty and Quality Perception. One is direct influencing mechanism, an other is indirect influencing mech- anism, the third is comprehensive influencing mechanism. Which one is more suitable for Chinese con- sumers should be tested. We constructed the theoretical framework and research hypothesis, collected date from IT industry, and made an empirical research. The result showed that ：omprehensive influ- encing mechanism had better fit index. Brand-originating counties could infulence customer loyalty di- rectly, and infulence quality perception indirectly.