奢侈品来源国效应对消费者购买意愿的影响——以中国消费者为例

Influence of luxury goods' source country on consumers' purchase intention ——taking Chinese consumers for example

以中国消费者为例,对奢侈品来源国效应进行实证研究。数据分析表明:奢侈品来源国效应确实存在,来源国形象越好,消费者的产品信念、产品态度及购买意愿越高。并且,消费者的产品信念对产品态度有显著正向影响,产品态度对购买意愿有显著正向影响。研究还发现,奢侈品来源国形象与产品信念、产品态度间的相关程度大于来源国形象与购买意愿间的相关程度。

Empirical studies were conducted on the effect of luxury goods＇ source country in the ease of Chinese consumers. Data analysis shows that such effect does exist. The better images the source countries enjoy, the higher the consumers＇ beliefs in products, attitude towards products and purchase intention will be. Moreover, the consumers＇ beliefs in products have a positive impact on their attitudes towards products, and their attitudes have a positive impact on purchase intention. The study also shows that the correlation between the image of product＇ source country and belief in product or attitude towards product is higher than that between the image of product＇ source country and purchase intention.