价格和品牌能否削弱来源国效应——产品属性赋权对来源国效应的影响应

Can Brand and Price Really Counter Country-of-origin Effects: Different Distribution of Attribute Weight

以偏好反转理论为基础,探讨了价格与品牌对来源国效应的削弱作用。研究发现,不同的偏好诱导方式(联合-分离模式)和属性特征(质与量)会对产品价格对来源国效应的削弱作用产生影响,这是由于消费者会因为评价模式的不同、属性质性特征的变化,所带来的产品评价过程中不同属性赋权而引起的。价格与来源国的关系上:在分离模式中,消费者会赋予来源国属性更大权重,此时较低价格并不能有效削弱来源国效应;在联合模式中,价格属性的赋权受到价格差异大小的影响,只有当价格差异足够大时,消费者才会赋予价格属性更大比重,从而削弱来源国效应;品牌与来源国关系上:一般情况下,品牌对来源国效应的影响不会受到产品评价模式的影响,但如果增加品牌属性可评价信息量或者改变来源国属性的呈现方式,会加大分离模式中消费者对品牌属性的赋权,达到削弱来源国效应的目的。

It is well known that the origin of product has an typically treat products made in developing countries impact on consumer product evaluation and consumers less favorable. Therefore, it is important for firms to develop effective strategies to reduce possible damage caused by negative country-of-origin （COO）. Previous studies have found that many attributes of product could influence the strength of CO0, especially brand and price. Some researchers pointed out that strong brand and low price could effectively reduce the influences of negative CO0. However, consistence about this conclusion has not been reached_According to theory of constructive preferences, the formation of consumer preference is more like architecture, rather than like archaeology. Consumers prefer to build defensible set of values, instead of uncovering values that are already there. There are two important factors which can influence the process of constructing preferences： （1） methods for eliciting preferences; （2） the characteristics of attributes. Based on the theory of constructive preference, this study tried to explore （1） can the relationship between brand and COO and the relationship between price and CO0 really be affected by the join-separate evaluation mode and the characteristics of attributes？ In which evaluation mode, consumers usually weigh brand and price more heavily, which can reduce the effects of COO.（2） Can the amount of evaluable information and the changes of attribute influence the weight assignment？ To examine the hypotheses, two studies with five experiments were designed. In study one, a 2 （CO0： good and bad） x 2 （product price： high and low） between-subject design was adopted. ANOVA analysis was conducted and the results showed that in joint evaluation mode, consumers weight price more heavily, which reduces the negative influences of a bad CO0. Price differential moderates the relationship between price and the effects of CO0. In separate evaluation mode, the result was reverse that consumers weight CO0 more heavily and think the product with a good COO is more favorable. In study two, a 2 （COO： good and bad） x 2 （product brand： strong and weak） between-subjects design was adopted. ANOVA analysis was conducted and the results showed that brand cannot reduce the influences of CO0 on product evaluation in both evaluation modes. However, increasing the amount of evaluable information of brand or using sorting instead of specific name to present the country of origin of product would make consumers weight brand more heavily in separate mode.