对于来源国效应的研究是随着时代的发展而发展的。上世纪60年代首先证实了来 源国效应的存在，随着经济全球化的加速，为了节约成本、资源互利以及扩张市场等， 很多跨国企业都在海外建厂。来源国的研究维度也从单一发展到混合，还结合了国家经 济、文化等因素。在中国，改革开放后很多外国企业开始在中国建厂，加入WTO之后， 对外开放程度的进一步加大，消费者在市场上能选购到同样品牌不同国家生产的产品。 国人收入水平的不断提升，出国学习旅游的机会增多，海外代购也成为了一种潮流时尚。 人们在选购商品的时候不再单纯的考虑其实用性，品牌赋予产品的附加价值，品牌中的 地域文化特色的体现，都构成了消费者购买动机。本文基于品牌联想视角，将产品根据 品牌联想中包含地域文化特色程度的高低加以划分，研究同一品牌进口和国产，即品牌 来源国与产品制造国一致或者不一致两种情况下消费者品牌态度的变化，从而为跨国企 业海外建厂和中国企业出海开展国际化营销以参考。 文章选取美国地域文化特色程度高的野马汽车和美国地域文化特色低的特斯拉汽 车作为研究对象，以品牌来源国和产品制造国的一致性与否为自变量，以消费者品牌态 度为因变量，以品牌联想中包含地域文化特色的程度为调节变量，通过文献研究、问卷 调查、数据分析的方式进行了研究。 根据研究结论，品牌联想中包含地域文化特色程度的高低与品牌来源国和产品制造 国的一致性与否有交互作用。美国品牌的产品在美国生产，中国消费者的品牌态度更为 积极。对于美国特色程度高的产品，消费者更愿意购买美国生产的，对于美国特色程度 低的产品，中国消费者更青睐于中国生产的。 关键词：来源国效应，品牌联想，地域文化特色，品牌态度 iv ABSTRACT Theresearchonthecountryoforigineffect(COE)hasevolvedwiththetimes.Sincethe 1960s,theexistenceofthecountryoforigineffectwasfirstconfirmed.Withtheacceleration ofeconomicglobalization,manymultinationalcompanieshaveestablishedfactoriesoverseas soastosavecosts,mutualbenefitresources,andexpandmarkets.Theresearchdimensionsof thecountryoforiginhavealsochangedfromsingletomixed,andcombinedwithnational economic,culturalandotherfactors.InChina,morefactoriesarestartingtomakeproductsof overseasbrands.Withtheincreasingopeningtotheoutsideworld,moreChineseconsumers canbuyproductsofthesamebrandandproducedindifferentcountriesinthemarket.With thecontinuousimprovementoftheincomeleveloftheChinesepeople,therearemore opportunitiestostudyandtravelabroad,andoverseaspurchasingagentshavealsobecomea trend.Peoplenolongersimplyconsidertheirpracticalitywhenbuyingproducts.When consumerschooseproducts,theynotonlycareaboutproductquality,butalsopaymore attentiontothemeaningofproducts.Oncountoftheviewofbrandassociation,thisthesis dividesproductsaccordingtothedegreeofregionalculturalcharacteristicscontainedinbrand association,andstudiesthechangesinconsumerbrandattitudeswhenthesamebrandis importedanddomesticallyproduced,soastoprovidereferenceformultinationalcompanies tobuildfactoriesoverseasandChinesecompaniestocarryoutinternationalmarketing overseas. ThearticleselectsMustang,whichhasahighdegreeofregionalculturalcharacteristics intheU.S.,andTesla,whichhasalowdegreeofregionalculturalcharacteristicsintheU.S., astheresearchobjects,andtakestheconsistencybetweentheCOO(countryoforigin)andthe COM(countryofmanufacture)astheindependentvariable,andthedegreeofregionalcultural characteristicscontainedinthebrandassociationasthemoderatorvariable,andusesdifferent researchmethodsuchasliteratureresearch,questionnairesurvey,anddataanalysis. Accordingtotheresearchconclusion,thedegreeofregionalculturalcharacteristics containedinbrandassociationsinteractswiththeconsistencyoftheCOOandtheCOM.For AmericanbrandproductsproducedintheU.S.,consumershaveamorepositivebrandattitude. ForproductswithhighAmericanregionalculturalcharacteristics,Chineseconsumersare morelikelytopurchasethosemadeintheU.S,whileforproductswithlowAmericanregional culturalcharacteristics,ChineseconsumerspreferthosemadeinChina. v Keywords:CountryofOriginEffects,BrandAssociation,RegionalCulturalCharacteristics, BrandAttitude vi 目录 第1章绪论.......................................................................................................................1 1.1研究背景及问题提出..............................................................................................1 1.2研究目的..................................................................................................................2 1.3研究意义..................................................................................................................2 1.4研究方法..................................................................................................................2 1.5研究思路与基本框架..............................................................................................3 第2章文献综述...............................................................................................................5 2.1来源国效应相关理论..............................................................................................5 2.1.1来源国相关概念...............................................................................................5 2.1.2来源国效应研究综述.......................................................................................7 2.2品牌联想................................................................................................................12 2.2.1品牌联想相关概念.........................................................................................12 2.2.2品牌联想与消费者品牌态度.........................................................................13 2.3品牌态度................................................................................................................14 2.3.1品牌态度的相关概念和维度划分.................................................................14 2.3.2影响品牌态度的相关理论.............................................................................14 2.4研究述评................................................................................................................15 2.4.1以往研究的总结.............................................................................................15 2.4.2以往研究的不足.............................................................................................16 第3章研究模型与研究假设.........................................................................................17 3.1研究模型的建立....................................................................................................17 3.2变量说明及提出假设............................................................................................17 3.2.1变量说明.........................................................................................................17 3.2.2研究假设.........................................................................................................18 3.3调查对象、研究对象和调查方法........................................................................19 3.4问卷设计................................................................................................................20 3.4.1问卷组成.........................................................................................................20 3.4.2测量量表的选择.............................................................................................20 3.5数据分析方法........................................................................................................21 第4章数据统计与分析.................................................................................................23 vii 4.1样本基本特征分析................................................................................................23 4.2描述性统计分析....................................................................................................24 4.3信度与效度检验....................................................................................................24 4.3.1信度检验.........................................................................................................24 4.3.2效度检验.........................................................................................................25 4.4独立样本t检验.................................................