消费者对同一品牌国产和进口的消费行为差异研究

Chinese Consumers' Customer Behavior Differences between Domestic and Imported Products with the Same Brand

在中国,很多产品都有同一品牌国产与进口同时存在的现象,而且消费者对这两类产品也有不同的评价,但是这种非常普遍的现象在学术界却缺乏相应的关注。在文献研究的基础上,引入品牌态度和产品制造国两个变量,探讨其对消费者产品质量感知和购买意愿的影响。研究发现:消费者对同一品牌国产和进口的质量感知存在明显差异,但是购买意愿的差异却不明显,品牌和产品类型能够对制造国效应起到调节作用。

It＇s common in many Chinese industries that the same brand has both domestic and imported products, however consumers tend to offer different evaluation to these two kinds of products. Since little attention has been paid to this phenomenon in academy, on the basis of literature research, this article focuses on the attitude to the brands and the manufacturing country which influences on both products quality perception and purchase intention.The study shows that there is a distinct difference on the quality perception between the same brand products made home and abroad, but a moderate dis- tinction between them in buying willingness.Brand and product type have moderate effects on manu- facturing country.Finally,a conclusion is reached by proposing advices on management with a purpose of helping guide the Chinese and international enterprises.