结构分解视角下来源国形象对消费者产品评价的影响研究

Empirical Analysis of Country-of-origin Image and Consumers' Products Evaluations in the Structural Decomposition Perspective

作为推断进口产品相关属性的重要线索,来源国形象对形成消费者购买意愿具有重要影响。笔者基于来源国形象结构分解的视角,将来源国形象划分为国家形象与国家产品形象两个维度,并在此基础上进一步细分为人文与自然两个层面,基于具体产品探究国家形象、国家产品形象、产品态度与购买意愿之间的关系。通过实地问卷调研收集相关数据,并采用结构方程模型验证理论假设,实证研究发现:国家产品形象在国家形象与产品态度的影响关系中具有部分中介作用,并且由于目标国家选择的关系,这一结论只在人文层面来源国形象效应中得到验证;在国家形象与国家产品形象划分的基础上结合人文/自然来源国形象的概念,拓展性的研究假设得到验证,多维来源国形象效应的作用机制更为明确。

As an important cue to deduce the attributes of foreign products,the country-of-origin image has a unique role in forming consumers＇ purchase intention. From the perspective of structural decomposition,we disentangle country-of-origin image into country image and product-country image dimensions,and additionally disaggregate the two dimensions into human-based and nature-based aspects,based on which this paper investigates the effect of COI on consumers＇ product attitude and purchase intention. It is showed that the relationship between product image and purchase intention is partial mediated by product-country image,and it is significant only in human-based aspect due to the selected country. Combining human/nature-based decomposition on the basis of country image and product-country image,the expended hypotheses have been confirmed,and the mechanism of multidimensional COI effect is clearer.