| 地区形象与消费者产品评价关系研究——以上海和郑州为例 |
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| 引用本文： | 李东进,董俊青,周荣海.地区形象与消费者产品评价关系研究——以上海和郑州为例[J].南开管理评论,2007,10(2):60-68. |
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| 作者姓名： | 李东进 董俊青 周荣海 |
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| 作者单位： | 1. 南开大学商学院市场营销系
2. 南开大学 |
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| 基金项目： | 韩国学术振兴财团课题
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国家自然科学基金 |
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| 摘 要： | 本研究以上海和郑州为原产地,以品牌知名度为干扰变量,以实证方法研究了地区效应的存在性.研究结果发现,地区形象对消费者的产品评价产生影响,消费者对产自不同地区产品的评价具有显著差异性;无论是品牌知名度低的产品还是品牌知名度高的产品,都存在地区效应,但是地区形象对产品评价的影响程度不同.
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| 关 键 词： | 原产国效应 地区效应 品牌知名度 地区形象 地区形象 消费者 产品评价 关系研究 上海 郑州 Product Evaluations Consumer Image Regional Relation Study Examples Shanghai 程度 存在性 差异性 影响 发现 |
A Study of the Relation between Regional Image and Consumer Evaluations of Product:Taking Shanghai and Zhengzhou as Examples |
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| Li Dongjin,Dong Junqing,Zhou Ronghai.A Study of the Relation between Regional Image and Consumer Evaluations of Product:Taking Shanghai and Zhengzhou as Examples[J].Nankai Business Review,2007,10(2):60-68. |
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| Authors: | Li Dongjin Dong Junqing Zhou Ronghai |
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| Institution: | Li Dongjin Dong Junqing Zhou Ronghai |
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| Abstract: | This Paper empirically studies the existence of region- of-origin effect by taking Shanghai and Zhengzhou as examples and taking brand popularity as interference variable.We find that regional image has an effect on consumer evaluations of product and consumer perceive that there are significant differences among the evaluations of products,which come from different regions.No mat- ter what low or high brand popularity,there is an existence of similar region-of-origin effect,which means that brand popularity has differ- ent degree of effect region-of-origin effect. |
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| Keywords: | Country-of-Origin Effect Region-of-Origin Effect Brand Popularity Regional Image |
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