基于Fishbein理论的中国消费者购买韩系汽车要素的实证研究

An Empirical Study of Factors Influencing the Purchase of Korean Automobiles by Chinese Consumers Based on Fishbein's Theory

基于Fishbein和Ajzen的理性行为理论(TRA),以实证的研究方法,从原产国国家形象、企业形象、爱国主义要素、面子消费和价格意识要素方面验证对中国消费者品牌态度和购买意向的影响。研究结果表明,积极的韩国国家形象和企业形象、面子消费对中国消费者的消费行为有着很深的影响,而爱国主义和价格意识却影响有限。

This paper,based on Fishbein and Ajzen＇s theory of rational behavior,using empirical research methods,from the aspects of national image of the country of origin,corporate image,patriotic factors,face consumption and price consciousness,examines the factors influencing Chinese consumers＇ brand attitude and purchase intention of Korean automobiles. The results show that the positive images of South Korean and its enterprises and face consumption have a great influence on Chinese consumers＇ behaviors,with patriotism and price consciousness having limited influence.