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基于Fishbein合理行为模型的国家形象对中国消费者购买意向影响研究——以美、德、日、韩四国国家形象为例
  • 摘要

    本研究对我国消费者进行问卷调查,通过实证分析发现,消费者对国家形象的感知大体上分为四个构面:与中国关系评价、国家发展程度、整体产品评价、整体人民评价,国家形象各构面的组成项目因国家不同而有所差异.本研究将国家形象作为新的变量引入Fi shbein模型,发现模型依然与实际数据有着较好的吻合,验证了Fishbein模型具有较好的可扩展性和跨文化适应性.通过模型分析,发现国家形象间接地影响消费者的购买意向,其影响系数因产品类别不同而有所差异,其中国家形象对服装产品的购买意向影响最高,手机产品次之,时汽车产品的购买意向影响最低.

  • 作者

    李东进  安钟石  周荣海  吴波  Li Dongjin  Ah Zhongshi  Zhou Ronghai  Wu Bo 

  • 作者单位

    南开大学商学院市场营销系/全州大学(韩国)商学院/南开大学商学院/安徽工业大学管理学院

  • 刊期

    2008年5期 PKU CSSCI

  • 关键词

    原产国  国家形象  Fishbein模型  购买意向 

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