"我就是我，但我很复杂"：原产国矛盾心理在消费者自我定位与购买意愿之间的中介作用

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2024-07-02 DOI:10.1080/08961530.2024.2364329

Hang Yuan, Bishan Wang

引用次数: 0

摘要

本文研究了消费者身份、COO（原产国）认知和购买意向之间错综复杂的关系。本文采用定量方法收集了调查数据...

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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“I Am Who I Am, But I Am Complicated”: The Mediating Role of Ambivalence on Country of Origin (COO) Between Consumer Self-Positioning and Willingness to Buy

This paper examines the intricate relationship between consumer identity, COO (Country of Origin) perceptions, and purchasing intentions. Utilizing a quantitative approach, it collected survey data...

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.