消费者决定购买品牌和原产地国家影响奢侈产品.pptVIP

Brand and country-of-origin effect on consumers decision to purchase luxury products Journal of Business Research (2011);主要框架（思路） qualitative data previously gathered on this topic（ Brand and country-of-origin effect on consumers decision ） questionnaire online in seven countries (China, France, India, Italy, Japan, Russia,and the USA) total sample of 1102 respondents These results concern the differences in therelative importance of components of the consumer decision-making process in respect of the purchase of luxury and non-luxury goods; the relative importance of CoO for consumers making purchasing decisions relating to luxury goods; and the variation in consumers decision-making criteria depending on the maturity of the luxury market Conclusions;;;;System of organization Mechanism Law ;;研究问题、 假说，与方法 ;;数据分析;;;country of origin (CoO)，country of design (CoD), and the country of manufacture/assembly (CoM/A).;;; If the Scheffe post-hoc tests allow updating of significant differences between countries, classification trees fail to identify stable groups of countries. Instead, each choice variable requires separate analysis. However, some general trends emerge from the results. Or the three main factors of choice (design, brand, and guarantee), India is in the final or penultimate position. China is also in the lower part of the group, although relatively close to the mean, while Russia, on the other hand, is in the upper range. Marked differences therefore exist between the three developing countries in the study regarding the criteria for purchasing luxury products.; Consumers in developed countries show greatly differentiated behaviors.Thus, Japanese consumers, who are rather average on six of eight criteria, differ in highly valuing price and attaching relatively less significance to brand than consumers from other countries. Consumers from the USA appear to pay great attention to design and very little to the