原产国对消费者购买意向的影响:对中国智能手机市场的研究

F. Blanco-Encomienda, Shuo Chen, David Molina-Muñoz
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引用次数: 0

摘要

目的由于智能手机市场竞争激烈,手机制造商越来越想知道影响消费者购买意向的因素。本文旨在研究原产国形象、品牌形象和对品牌的态度对智能手机用户购买意向的影响。研究结果作者发现,品牌形象和对品牌的态度会显著影响消费者的购买意向。此外,即使原产国形象不直接影响消费者的购买意向,也会产生间接影响。事实上,品牌形象和对品牌的态度在原产国形象和购买意向之间起着中介作用。 原创性/价值 本研究提出了一个概念模型,说明原产国形象对消费者购买智能手机倾向的影响。调查提供了以消费者为中心的原产国形象分析。这表明当前的战略发生了重大转变,因为当前的战略往往以公司的观点为中心。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The influence of country-of-origin on consumers' purchase intention: a study of the Chinese smartphone market
PurposeDue to the intense rivalry in the smartphone market, manufacturers of mobile phones are becoming increasingly interested in knowing the factors that influence consumers' purchase intention. This paper aims to examine the effect of country-of-origin image, brand image and attitude towards the brand on the purchase intention of smartphone users.Design/methodology/approachAn empirical study was performed based on the information gathered from smartphone users. The structural equation modeling (SEM) technique was applied to examine the hypotheses.FindingsThe authors found that brand image and attitude towards the brand significantly influence consumer purchase intention. Additionally, there is an indirect effect even when the nation of origin image does not directly influence the consumer's purchase intention. Indeed, brand image and attitude towards the brand act as a mediator between the country-of-origin image and purchase intention.Originality/valueThis study presents a conceptual model on the impact of country-of-origin image on the propensity of consumers to buy smartphones in a field where little research has been done. The investigation offers a consumer-focused analysis regarding the country-of-origin image. This suggests a significant shift from the current strategy, which is frequently centered on the viewpoint of the companies.
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