全球市场中原产地效应管理的影响因素—基于产品类别和原产地形象匹配度的研究

摘要

There are many factors influencing COO.While it has been determined that COO varies by products,research on country image has made little attempt to link image dimensions to product categories.So,the study examines COO in terms of the fit between countries and product categories.And it has been illustrated that there are four kinds of product-country matches or mismatches.Those have important influence in customers＇ willingness to buy and COO management.%影响原产地效应的因素有许多,但已有的研究很少涉及原产地和产品类别间的关系。实际上产品类别不同,原产地效应也会随之发生改变。产品类别和原产地之间是否匹配,影响着原产地效应的管理。基于以往的文献,本文把产品类别维度按重要性分成两类,每一类和正面或负面的原产地形象进行匹配,进而分析它们对消费者购买意愿以及原产地效应管理的影响。