国货意识、品牌特性与消费者本土品牌偏好——一个跨行业产品的实证检验

本文以在校大学生为样本,调查他们的国货意识和针对7种产品的品牌特性、品牌态度、购买情况,通过统计分析,检验了国货意识和品牌特性对于消费者本土品牌偏好的影响,以及国货意识和消费者本土品牌偏好对于购买本土品牌的影响。我们有如下结论:在其他情况相同时,本土品牌的相对知名度、相对质量和相对性价比越高,消费者越偏爱本土品牌;消费者越偏爱本土品牌,消费者就越倾向于购买本土品牌;但国货意识的强弱对于消费者购买本土品牌的直接影响和间接影响则均不明显。本文最后对研究结果进行了讨论,并指出了其理论贡献、实际应用、存在的局限性和今后继续研究的方向。

National-brand consciousness,Brand Characteristics,and Consumers' Preference for Indigenous Brands

Taking university students as specimens, by survey of their national-brand consciousness, and by statistical analyses of the brand characteristics of seven kinds of goods and analyses of their attitudes to the said goods and of the number of the said goods they have bought, we have, in this paper, examined the impact of the national-brand consciousness and of brand features upon consumers' inclination for local brands, and the impact of national-brand consciousness and consumers' partiality towards native brands upon the purchase of home-grown products. We have concluded that, other things being equal, the higher the relative famousness and quality and price of indigenous brands, the more consumers prefer local brands; that hereafter the more consumers buy indigenous brands; and that, however, the national-brand consciousness has neither direct nor indirect obvious effect on consumers' buying native brands. Finally, we have discussed the result of our study, and pointed out its theoretical contribution, application, limitations and the direction for future studies.