本文選題：品牌來源國 + 品牌感知　； 參考：《桂林電子科技大學》2017年碩士論文

【摘要】：“假洋品牌”和“山寨”貼“標簽”現(xiàn)象媒體曝光后并沒有得到遏制,反而在我國各行各業(yè)中泛濫成災(zāi),其現(xiàn)象的本質(zhì)是消費者對國產(chǎn)和進口品牌感知的差異,屬于原產(chǎn)地研究中品牌來源國效應(yīng)的研究范疇。隨著國際分工越來越細化和明確,產(chǎn)品制造國的概念逐漸多維化,且產(chǎn)品制造國效應(yīng)對消費者的影響力在逐步減弱,而品牌來源國的影響正逐步增強,其所激發(fā)的情感和聯(lián)想凸顯出更重要價值。目前大多數(shù)原產(chǎn)地的研究的重點是來源國,而忽略了品牌的概念。中國作為新興經(jīng)濟體其本土消費者比發(fā)達國家的消費者更加重視品牌。品牌來源國已經(jīng)成為消費者認識和評價產(chǎn)品的一種更有效的工具。因此,關(guān)于品牌來源國的中國本土化研究更具有實際價值�；诖�,本文的研究重點就是揭示品牌“洋”名化現(xiàn)象背后的本質(zhì),以及消費者對于國產(chǎn)和進口品牌感知存在何種差異,旨在發(fā)現(xiàn)其背后的共性特征。本文在系統(tǒng)梳理相關(guān)研究的基礎(chǔ)上,找尋現(xiàn)象背后的實質(zhì)問題,詳細的梳理理論邏輯線條,切合目前國內(nèi)商品發(fā)展脈搏,以真實的品牌集進行實證研究,探尋現(xiàn)象背后消費者完整的品牌來源國感知模式,以及消費者對國產(chǎn)和進口品牌的感知差異和影響機制。本文在文獻梳理的基礎(chǔ)上,以刻板印象理論為基礎(chǔ),基于以品牌意圖能動框架理論延伸的品牌感知的能力、道德和親切三維度模型,引入以人際吸引理論和相互依賴理論為基礎(chǔ)構(gòu)建的品牌關(guān)系質(zhì)量的象征價值、信任承諾、相互依賴和親密情感四維度模型作為中介變量,構(gòu)建了消費者品牌感知概念模型。同時,為了進一步探尋消費者品牌評價指標對品牌感知及選擇的影響,構(gòu)建了包含技術(shù)、聲望、工藝、物有所值、質(zhì)量和售后服務(wù)等六項指標的品牌評價量表。為了研究的準確性和結(jié)論的可靠性,本文通過網(wǎng)上調(diào)研收集了關(guān)于消費者對國產(chǎn)和進口手機品牌集兩個調(diào)查樣本,并運用AMOS結(jié)構(gòu)方程模型進行了相關(guān)數(shù)據(jù)分析,得出結(jié)論:消費者對國產(chǎn)和進口品牌感知存在明顯差異,國產(chǎn)品牌的道德感知影響程度最大,進口品牌的親切感知影響程度最大,而國產(chǎn)和進口品牌的能力感知均起到最小作用,且國產(chǎn)品牌能力感知起到負向影響;品牌關(guān)系質(zhì)量在國產(chǎn)和進口品牌感知概念模型中均起到部分中介作用,但對于進口品牌感知中品牌關(guān)系質(zhì)量的信任承諾維度起到完全中介效應(yīng);品牌評價的技術(shù)和工藝指標對國產(chǎn)品牌感知和選擇均起到顯著負向作用,而售后服務(wù)指標對進口品牌感知和選擇影響均不顯著�；谘芯拷Y(jié)論,文章系統(tǒng)梳理出中國本土消費者原產(chǎn)地影響機制,并對企業(yè)和消費者提出了雙重管理啟示,以期對企業(yè)實踐和消費者購物決策提供借鑒和指導(dǎo)。
[Abstract]:The phenomenon of "fake foreign brands" and "labels" has not been contained since the exposure of the media. Instead, it has been rampant in various industries in China. The essence of the phenomenon is the difference in consumer perception of domestic and imported brands. It belongs to the category of country of origin effect of brand. As the international division of labor becomes more and more detailed and clear, the concept of product manufacturing country is becoming multidimensional, and the influence of product manufacturing country effect on consumers is gradually weakening, while the influence of brand source country is gradually increasing. The emotions and associations it inspires highlight more important values. At present, most studies of origin focus on the source country, ignoring the concept of brand. As an emerging economy, China's local consumers value brands more than those in developed countries. Brand origin has become a more effective tool for consumers to recognize and evaluate products. Therefore, the study of Chinese localization of brand source country has more practical value. Based on this, the research focus of this paper is to reveal the essence behind the "foreign" brand nominalization phenomenon, and how consumers perceive the difference between domestic and imported brands, in order to find the common features behind it. On the basis of systematical combing of relevant research, this paper looks for the essential problems behind the phenomenon, combs the theoretical logic lines in detail, accords with the pulse of domestic commodity development, and carries on the empirical research with the real brand collection. Explore the consumer's complete brand source country perception model behind the phenomenon, as well as consumer perception of domestic and imported brand differences and influence mechanisms. On the basis of literature review, this paper is based on stereotype theory, the ability of brand perception extended by brand intention dynamic framework theory, moral and cordial three-dimensional model. This paper introduces the symbolic value of brand relationship quality based on interpersonal attraction theory and interdependence theory, trust commitment, interdependence and closeness as intermediary variables, and constructs a conceptual model of consumer brand perception. At the same time, in order to further explore the impact of consumer brand evaluation indicators on brand perception and choice, a brand evaluation scale including technology, reputation, technology, value for money, quality and after-sales service is constructed. In order to study the accuracy and reliability of the conclusion, this paper collects two samples about consumers' collection of domestic and imported mobile phone brands through online investigation, and uses the AMOS structural equation model to analyze the relevant data. It is concluded that there are obvious differences in consumer perception of domestic and imported brands, the degree of moral perception of domestic brands is the greatest, and the degree of affection of imported brands is the greatest. The ability perception of domestic and imported brands plays a minimum role, and the perception of domestic brand ability plays a negative role; the quality of brand relationship plays a part of intermediary role in the conceptual model of domestic and imported brand perception. However, the dimension of trust commitment of brand relationship quality in the perception of imported brands plays a complete intermediary effect, and the technical and technological indicators of brand evaluation play a significant negative role in the perception and selection of domestic brands. The influence of after-sales service index on the perception and selection of import brand is not significant. Based on the conclusion of the study, the paper systematically combs out the influence mechanism of the origin of China's local consumers, and puts forward the dual management enlightenment to enterprises and consumers, in order to provide reference and guidance for enterprises' practice and consumer's shopping decision.
【學位授予單位】：桂林電子科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.55

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