服装品牌来源国效应实证研究

发布时间：2018-06-03 14:46

本文选题：服装 + 品牌来源国　；参考：《北京服装学院》2008年硕士论文

【摘要】： 本文在对现有来源国效应相关理论文献整理的基础上,结合服装行业的特点,构建了来源国形象与消费者产品信念、品牌态度之间的关系模型,并提出了相关假设。本研究采用问卷调查的方法,测试出消费者对美、法、英、日、韩、中等六国的服装品牌的态度现状,通过SPSS软件进行数据分析,研究了来源国形象对消费者的产品信念、品牌态度及购买意向的影响,并分析了消费者的产品知识和人口统计变量作为中间变量对该过程产生的调节作用。本文在对研究假设进行一一验证后,得出的主要研究结论如下: 1、服装品牌的来源国效应确实存在,服装品牌的来源国形象与消费者的产品信念和品牌态度呈正相关关系;2、来源国形象的四个维度,即国家认同度、品牌固有印象、国家发展水平和时尚引导力均对消费者的产品信念产生影响,但影响程度不同;3、来源国形象的四个维度中,“品牌固有印象”和“国家认同度”对消费者的品牌态度具有显著影响,而来源国的“发展水平”和“时尚引导力”对消费者的品牌态度没有显著影响; 4、消费者对某来源国服装品牌的产品信念与消费者的品牌态度、购买意向呈正相关关系,同时品牌态度与购买意向之间也呈正相关关系;5、消费者的产品(品牌)知识作为中间变量影响服装品牌的来源国效应;6、被试者的性别和受教育程度对服装品牌的来源国效应产生影响,而被试者的年龄并不影响服装品牌的来源国效应。
[Abstract]:Based on the literature review of source country effect and the characteristics of garment industry, this paper constructs a model of the relationship between source country image and consumer product belief, brand attitude, and puts forward relevant assumptions. This research adopts the questionnaire method, tests the consumer's attitude to the American, French, British, Japanese, South Korea, the middle six countries clothing brand's present situation, through the SPSS software carries on the data analysis, has studied the source country image to the consumer's product belief. The influence of brand attitude and purchase intention is analyzed, and the adjustment effect of consumer product knowledge and demographic variables as intermediate variables on the process is analyzed. The main conclusions of this study are as follows: 1. The country of origin effect of clothing brands does exist. There is a positive correlation between the country of origin image of clothing brand and the consumer's product belief and brand attitude. The four dimensions of the country of origin image are the degree of national identity and the inherent impression of the brand. Both the level of national development and fashion guiding power have an impact on the consumer's product beliefs, but the degree of influence is different, in the four dimensions of the image of the country of origin, "Brand stereotype" and "national identity" have a significant impact on the brand attitude of consumers. However, the "level of development" and "fashion guiding power" of the country of origin have no significant influence on the brand attitude of the consumers. 4, there is a positive correlation between the consumer's belief in the clothing brand of a country of origin and the brand attitude and purchase intention of the consumers. At the same time, there was a positive correlation between brand attitude and purchase intention. (5) consumers' knowledge of product (brand) as an intermediate variable affected the source country effect of clothing brand. The gender and educational level of the subjects had a positive correlation with the clothing brand. The source country effect has an impact, The age of the subjects did not affect the country of origin effect of clothing brands.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F407.86

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