地区形象对消费者产品评价及购买意向的影响研究——以滨海新区、浦东新区、深圳特区为例

The Study of Regional Image on Consumer Product Evaluation and Purchase Intention——Take Binhai New Area,Pudong New Area and Shenzhen Special Economic Zone as Examples

本研究以中国经济的三个增长极——滨海新区、浦东新区和深圳特区为例探讨了三个特区的地区形象和产品评价及购买意向之间的关系。通过在天津、上海、太原、西安、长春和重庆六个城市进行调研,并通过单因素方差分析和一元线性回归分析,发现三个特区地区形象存在着明显的差异,并且不同特区的地区形象对产品评价和购买意向存在着显著的积极影响。

Taking three growth poles in Chinese economy--Binhai New Area, Pudong New Area and Shenzhen Special Economic Zone as examples, The Research is to explore the relationship between regional image of the three special economic zones and product evaluation and purchase intention. Through the researches in Tianjin, Shanghai, Taiyuan, Xi＇ an, Changchun and Chongqing, and One-Way ANOVA analysis and Linear Regression analysis, it is concluded that there exists great difference within regional images of the three zones and regional image Will take obvious positive influence on product evaluation and purchase intention.