A Review Of Researches On Country-Of-Origin Effect
- 新闻传播－已发表论文 
自Schooler(1965)开始对来源国效应进行实证研究之后,来源国效应引起了人们的广泛关注。学者们分别在个人购买和工业购买领域,采用调查、实验、联合分析、元分析及其它方法(如深度访问法)进行了大量的研究。研究结果表明,来源国效应是一种普遍存在的现象,但是受到多种因素的影响,这些因素包括其它外在产品属性、消费者的知识背景或经验、产品属性信息、产品类别以及消费者的民族差异。为了解释来源国效应这一现象,研究者提出了多种假说或模型,代表性的是信号假说、独立属性假说、概构模型和弹性模型。.【英文摘要】A review of the literature indicated that country-of-origin effect research has emerged as an important area of investigation in consumer behavior after Schooler抯(1965)study. The previous studies, which utilized methodologies of survey, experimentation, conjoint, meta-analysis, in-depth interview, and so on in the setting of consumer marketing and industrial (or business-to-business) marketing, had convincingly demonstrated the effects of country-of-origin on buyers?product perception. However, country-of-origin on buyers’ product perception. However, country-of-origin effect has been shown to bemediated by other external product attributes, consumer’ knowledge and experiences, product attribute information,type of product and consumer’s race. Four models, which are signaling, independent-attribute, summary constructand flexible model, has been established to explain country-of-origin effect.