区域形象与民族特色工业品购买意向分析

Analysis on Region Image and Purchase Intention for the Industrial Products with Ethnic Flavor

区域形象影响着消费者对少数民族特色工业品的购买意向。通过对516名被访问者的问卷调查,回归分析发现:区域情感形象比认知形象更能有效预测购买意向;产品形象不仅直接影响,同时还在区域形象对购买意向的影响中起中介作用;群体一致性显著地影响着消费者的购买意向。通过分组比较后发现,产品涉及度反向调节区域形象与购买意向间的关系,但无论是高还是低涉及度,产品形象都显著影响购买意向。

Region image affects consumers＇ purchase intention for the indus- trial products with ethnic flavor. The analysis of the 516 responses in a question- naire survey suggests that （1） it is more effective to predict purchase intention with affective image of a region than with cognitive image; （2） product image not only directly affects the purchase intention hut also serves as mediation in the in- fluence of region image on purchase intention; （3） group consistency significantly influences consumers＇ purchase intention. Comparison between groups （high product involving level vs. low product involving level）, it is found that product involving level reversely moderates the relationship between region image and purchase intention. However, under the condition of both high and low product involving levels, purchase intention is significantly affected by product image.