洞察消费者购买决策:国货偏见还是国货意识?——基于全要素问卷调查的实证分析

National-brand Consciousness or Prejudice in Consumer Purchase Decision:An Empirical Study Based on Total Factor Questionnaire——An Empirical Study Based on Total Factor Questionnaire

本研究设计了由产品选择集、来源国形象、国货支持动机等构成的全要素问卷,同时,根据价格、技术、安全、外在象征性、本土/外国品牌可替代性的高低,选定了若干刺激产品。通过实证分析发现,在多数产品领域,消费者不仅没有将外国品牌偏好作为重要的决策要素,相反,启动国货意识的比例要高于外国品牌偏好;本土品牌的质量越好、性价比越高、本土/外国品牌可替代性越大,消费者购买国货的意愿越强;虽然多数消费者对本土品牌的购买主要还是出于"质量好"和"性价比高",但国货支持动机已成为本土品牌购买决策不可忽视的一个重要因素。这表明,如果能对中国消费者进行适当的国货意识引导,将有助于使那些已经崛起的自主品牌获得更多支持,从而扩大国货消费市场。

This study designed a total factor questionnaire from product selection elements,country of origin image and national- brand support motivation. At the same time, considering the price,technology,security and external symbol,the stimulus products selected lots of stimulate products. Through the empirical analysis,it is found that the in many product areas,consumers has not only not a preference for foreign brands as an important factor in the process of decision-making,but also starting the proportion of national-brand consciousness is higher than that of foreign brand preference; as the better quality and high price ratio of local brands,consumers have stronger willingness to buy national-brand; although the cause of majority consumers to buy local brands is mainly 'better quality' and 'high price ratio',but national-brand support motivation is also an important factor. This suggests that if the national-brand consciousness is properly guided to Chinese consumers will help to make national-brand to get more support and preference,thereby expand national-brand consumption market.