销售国形象和商店形象对来源国形象效应影响的实证研究

The impact of country-of-destination image and store image on country-of-origin image effect

在来源国形象效应相关研究的基础上,通过两个2×2实验,以外国消费者为被试对象,探讨销售国形象和商店形象的调节作用.分析结果表明,在销售国形象高和商店形象高两种情况下,来源国形象对产品评价影响较小;在销售国形象低和商店形象低两种情况下,来源国形象对产品评价影响较大.最后,根据研究结果,从国家和企业两个层面给出了相应的建议.

Based on the previous study about country-of-origin image effect, the moderating effects of country-of-destination image and store image are analyzed through two 2×2 experiments. The result shows that the country-of-origin image has less impact on product evaluation under the high level country-of-destination image or store image and has a major impact under low level country-of-destination image or store image. Advice is given from the national level and enterprise＇s level.