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品牌、价格和原产地如何影响消费者的购买选择 预览 被引量:76

How brand, price and country of origin influence consumers' purchase choices
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摘要 运用联合分析方法探讨了品牌、价格和原产地在消费者购买决策中的相对影响.两组消费者,一组主要依据品牌影响力做购买选择,另一组则依据产品价格做购买决定.对于后一组消费者,更高而不是更低的价格具有更大的效用,表明价格被他们作为指示产品品质高低的线索.对两组消费者在个人背景和产品知识方面的差异作了比较,对研究结果的营销含义进行了讨论. This paper examines the relative influences of brand, price and country of origin on consumers' purchase choices by using a conjoint analysis experiment. Two distinct groups are identified. The driving force to make purchase choice for one group is brand recognition and for another group it is price. Contrary to intuition, for the later group of respondents, higher prices are more favorably evaluated, suggesting evidence that respondents utilize price as a surrogate for inferring product quality. Finally, profiles of the two respondent groups are compared, and the implications of the findings are discussed.
作者 符国群 佟学英 FU Guo-qun, TONG Xue-ying Guanghua School of Management, Peking University, Beijing 100871, China
出处 《管理科学学报》 CSSCI 2003年第6期 79-84,共6页 Journal of Management Sciences in China
基金 国家自然科学基金,教育部人文社会科学规划项目
关键词 品牌 原产地 消费者购买选择 联合分析 brand country of origin consumer purchase choices conjoint analysis
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参考文献12

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