原产国效应与原产地效应的实证研究--中韩比较

本研究在国际营销研究领域里比较广泛探讨的原产国效应(Country of Origin Effect)的基础上,分析了中国消费者在评价国内外品牌时所产生的原产地效应(Region of Origin Effect)问题.根据韩国/中国和上海/沈阳的原产国和原产地效应的实证分析,发现中国消费者评价韩国或中国产品时不受原产国效应的影响,但却受到原产地效应影响,这是本研究的重要发现,也对企业管理实践具有重要意义.

An Empirical Study on the Country of Origin and Region of Origin Effect: Comparison of China and Korea

The purpose of this study is to validate the Region of Origin(ROO) Effect differently from the Country of Origin(COO) Ef- fect in Chinese consumer market. The Region of Origin(ROO) Effect is defined as the consumers evaluate the products differently where the products is produced regionally. The empirical studies has been conducted to survey the Chinese consumers in Beijing to evaluate the desk-top computers of Samsung and Legend brand in Shanghai and Shenyang.Interestingly, we did not find the COO Effect for this study as the existing literature indicated. However, the ROO Effect shows strongly. This results implies that Chinese consumers could be inves- tigated with the country specific variables such as ROO to develop the entry strategy and the marketing strategy.