国家形象与营销绩效对产品来源国效应的影响

On Impacts of National Image and Marketing Performance on Country-of-Origin Effect

通过问卷调查和结构方程分析发现,中国国家形象和中国制造营销绩效均正向促进其产品来源国效应,消费者个人因素显著调节产品来源国效应对产品评价的影响,并对消费评价具有显著的预测作用。研究结论进一步丰富了产品来源国效应的研究模型,并解释了美国消费者对“中国制造(Made in China)”的感知差异。同时,由于国外消费者愈发关注中国制造并试图以此推断和认知中国,因此,国家和企业均应采取措施改善中国制造产品来源国效应,降低“Made in China”品牌标签的负面影响。

Through questionnaires and SEM analysis,it is found that both national image and marketing performance of“Made in China”have positive effect on Country-of-Origin Effect.Besides,consumer personal factor is a moderating effect on the relationship of Country-of-Origin Effect and product evaluation,and has a significant predictive effect on consumption evaluation.The research conclusions have further enriched the research model of the Country-of-Origin Effect and explain the perceived differences in the perception of“Made in China”by American consumers.Besides,as foreign consumers pay more and more attention to Chinese manufacturing and try to infer and recognize China through“Made in China”,China and Chinese enterprises should take measures to improve Country-of-Origin Effect of Chinese manufacturing products and reduce the negative impact of“Made in China”brand label.