基于原产地视角的中国消费者本土体育品牌偏好及购买影响研究

Preference and Buying Behavior Research on Indigenous Sportswear Brand Based on COO Perspective

通过对原产地和消费者行为文献的剖析,讨论了国货意识、品牌原产地印象、品牌特性(如品牌知名度、品牌形象、品牌质量和品牌联想等)、消费者特性(如文化导向、从众倾向、调节定向等)、体育品牌偏好(本土体育品牌和境外体育品牌)和体育品牌购买意愿(本土体育品牌和境外体育品牌)等变量之间的关系。主要结论:第一,国货意识对本土体育品牌或境外体育品牌偏好与购买意愿产生影响,国货意识越强,对本土体育用品品牌越偏好,也倾向于更多选择去购买本土体育品牌;第二,品牌原产地印象对消费者本土体育用品品牌偏好与购买意愿产生影响,消费者越是认为境外体育品牌优于(如在技术和质量上)本土体育品牌,就越偏爱境外体育品牌;第三,体育品牌特性、消费者特性对消费者本土体育品牌偏好与购买意愿产生影响。研究不仅在理论层面对品牌原产地的相关研究本土化有所贡献,在实践层面则对中国体育用品企业制定合理有效的品牌策略、有效开展品牌定位具有一定的指导作用。

Based on the brand origin confusion （ BOC ） and consumer behavior literature among Chinese consumers, this study proposes and examines the relationship between the variables national brand consciousness, impression of brand origin, brand characteristics（ awareness, brand image, brand quality and brand association, ere） , consumer characteristics （such as cultural orientation, conformity tendency, regulatory focus ）, sports brand preference （domestic and foreign sports brand） and sports brand purchase intention. Result shows that firstly, pattern of the impact of national brand consciousness on local sports brand or foreign brand preference is displayed as that the stronger national brand consciousness, the more domestic sports goods brand preference, the more inclination to buy more local sports brand ; Secondly, pattern of the impact of image of brand origin on local sporting goods brand preference and purchase intention is shown as that the better consumers think foreign sports brand than local ones, the more preference for foreign sports brand. Thirdly, sports brand characteristics, consumer characteristics affect local sports consumer preference and purchase intention. The article offers some useful practical insights that support the foreignizing strategy pursued by local Chinese sports brands but also raises questions about localization branding strategies emphasized by non-local brand managers in Chinese markets.