代言人对“中国制造”产品评价影响的实证研究

An empirical study of the influence of spokesman on the assessment of products made in China

通过2个2×2实验,研究了代言人的3个属性,即代言人知名度、代言人国别和代言人参与度,对"中国制造"产品评价的影响机理,其中代言人知名度是调节变量.实验中的所有被试均为外国籍,研究发现,当代言人是名人时,代言人国别(中国人、美国人)对外国消费者评价"中国制造"产品没有显著影响;当代言人知名度较低时,代言人国别对消费者评价"中国制造"产品存在显著影响.另一方面,对于高知名度的代言人,其参与度会显著影响"中国制造"产品评价;对于低知名度的代言人,其参与度对"中国制造"产品评价没有显著影响.最后,针对不同中国企业在国外宣传时如何选择产品代言人提出了不同的建议.

Based on two 2×2 experiments, this paper studies the influence of the three features of spokesman on products made in China, namely, the spokesman＇s popularity, nationality and participation. The study shows that when a celebrity acts as the spokesman, the nationality of the spokesman has no significant influence on foreign comsumers＇assessment of products made in China, and that when the spokesman is of comparatively low popularity, the nationality of the spokesman has significant influence on comsumers＇assessment of products made in China. This paper makes suggestions on how Chinese companies choose a spokesman in a foreign market. Key words：