国家形象对消费者超市惠顾意向的影响研究

摘要

On the basis of reasonable behavior model, this paper explores the relationship between country image and consumers＇ supermarket patronage intention. The empirical result shows that the direct impact of country image in Jinan is not significant, but the indirect impact varies with different countries. The image of France has the most significant indirect impact on Jinan consumers＇supermarket patronage intention for Carrefour while the image of China has no notable indirect impact on Jinan consumers＇supermarket patronage intention for Silver Plaza. The indirect impact of the image of America on Chinese consumers＇patronage intention for Wal - Mart is not as significant as that of France. The fact that Chinese consumers tend to prefer shopping in Silver Plaza indicates that they have some degree of ethnocentric tendency. The results are of some significance for our native hypermarket operators to make their strategies and tactics more effectively.%借鉴Fishbein合理行为模型的基本原理，探讨了国家形象和消费者超市惠顾意向的关系。结果表明，国家形象对济南消费者超市惠顾意向的直接影响并不显著，其间接影响也依国家而变。其中法国的国家形象对济南消费者惠顾家乐福超市的意向的间接影响最为显著，而中国的国家形象对济南消费者惠顾银座超市的意向没有显著的间接影响。济南消费者较多地惠顾银座超市的事实表明，中国消费者具有民族中心主义倾向；该结论提示我国本土大型超市，在制定营销策略时应该重视激发消费者的民族中心主义倾向。