品牌原产地困惑和购买经历对品牌形象影响.docVIP

品牌原产地困惑和购买经历对品牌形象影响 　　摘 要：由于当前市场上品牌名称的繁杂，很多消费者都无法准确区分某些品牌的具体来源地。根据消费者对品牌来源地存有的困惑，本文通过问卷调查法研究了品牌原产地困惑和购买经历对于中国消费者品牌形象感知和品牌偏好的影响作用，利用 SPSS对数据进行回归分析。结论如下：第一，当境外品牌被误认为是中国本土品牌时，消费者会对该品牌形成较差的品牌形象感知；而当中国本土品牌被误认为是境外品牌时，则发现消费者在品牌形象的感知上与本土认知时的比较并无显著差异；第二，购买经历对本土和境外品牌形象感知及品牌偏好均产生正向影响。 　　关键词：品牌原产地困惑；品牌原产地效应；购买经历；品牌形象 　　中图分类号：F713.50 文献标识码：A 文章编号：1003-5192(2011)04-0008-06 　　 　　The Impact of Brand-origin Confusion and Buy Experience on Brand ImagePerception of Chinese Consumers 　　WANG Peng1,3, ZHUANG Gui-jun1,2, DONG Wei-wei1 　　(1.School of Management, Xi’an Jiaotong University, Xi’an 710049, China; 2.The Key Lab of the Ministry of Education for Process Control and Efficiency Engineering, Xi’an Jiaotong University, Xi’an 710049, China; 3.Xi’an Physical Education University, Xi’an 710068, China) 　　Abstract:Because of the confounding of all kinds of brand name in the market, many consumers can’t distinguish accurately the specific brand origin. This paper proposes and tests the impact of brand-origin confusion and buys experience on consumers’ brand image perception and preference. By use of statistics calculated by multiple regression analysis in SPSS, we found that in the context of current China, firstly, when non-local brand are regarded as local brand, consumers will have worse perception on the brand image on non-local origin brand; when local brand are regarded as non-local brand, there was no significant difference between non-local and local origin brand on the perception of brand image in local origin brand; Secondly, buy experience have positive effects on brand image perception and preference. 　　Key words:brand-origin confusion; brand origin effect; buy experience; brand image perception 　　 　　1 引言 　　 　　如果问你“JASONWOOD”和“锐步” 是洋品牌还是中国本土品牌，你能准确区分它们的来源地么？相信很多人都会表示困惑，答案是前者为本土品牌，而后者却为境外品牌；对于“吉诺#8226;里兹”、“卡尔丹顿”这两个休闲服品牌，要不是最近央视曝光它们均为本土品牌，相信很多人也一直以为它们是国际品牌。我们把这种对于品牌来源地产生困惑的现象就称为消费者的“品牌原产地困惑”（Brand Origin Confusion, BOC），具体是指消费者将本土品牌误认为境外品牌或将境外品牌误认为本土品牌的程度［1,2］。 　　有