高介入购买决策下的国家品牌效应研究

Country Brand Effect under High-Involvement Purchase Decision

基于ABC态度模型,结合国家品牌的3个层面(国家形象、制造形象和品类形象)以及认知与情感两个方面,构建高介入购买决策下的国家品牌效应模型;同时,考察整体性思维与消费者敌意的调节作用。为此开展了两项研究,使用问卷调查法,在线上与线下收集两套数据,运用结构方程模型分析数据。研究结果表明:制造形象与认知品类形象均通过中介变量情感品类形象间接影响购买意向;整体性思维对制造形象与情感品类形象之间的关系起正向调节作用。

Based on the ABC Model of Attitudes,we combine country brand＇s three levels（country image,made in image and category image）and two components（cognition and affect）to develop country brand effect model under high-involvement purchase decision.At the same time,we investigate the moderating effects of holistic thinking and consumer animosity.We conducted two studies,collected online and offline data by means of questionnaires,conducted data analysis with structural equation modeling,and finally got research results.Our results reveal that made-in image and cognitive category image indirectly impact purchase intentions through affective category image;holistic thinking moderates the relationship between made-in image and affective category image.