品牌来源国对大学生消费倾向的影响期末试卷试题初中小学高中学生考试毕业升学教育中考高考高中信息技术

品牌来源国对大学生消费倾向的影响

——以韩国品牌消费为例

摘要：近年来，韩国文化在大学生群体中极为流行，因此韩国的国家形象和品牌形象也受到了较多关注，本文通过对大量文献的回顾，建立了简单的研究模型，在模型中，对韩国文化的熟悉度是自变量，对韩国的印象是中间变量，对韩国品牌的评价和购买倾向是因变量，并加入产品类型作为调节变量，运用来源国效应的理论知识，研究消费者对韩国文化熟悉度对韩国国家形象的影响，以及消费者对韩国印象与其对韩国品牌的评价和购买意愿之间的关系，然后通过问卷调查与数据分析，得出了结论，即消费者对韩国文化越熟悉，对韩国的印象就越好，对韩国印象越好，消费者对韩国品牌的评价和购买意愿也更高，在消费者评价和购买意愿上，以上影响效应在不同产品类别中是不同的，高外显性产品比低外显性产品更具优势。

根据本文的研究结果还为中国国家形象塑造和企业营销提供了一些实践性的建议，在塑造中国国家形象方面，本文认为可以注重影视作品在文化传播上的作用，同时开展文化外交等。在企业营销方面，提出了让企业通过承当社会责任，提升共同意识等从情感上获得消费者认同，以达到营销的目的；并建议企业利用互联网进行营销并融入大学生喜爱的流行文化来提升品牌形象。

关键词：韩国文化来源国形象大学生消费来源国效应营销意义

The Effects of Brand Country of Origin on Purchase Intention of College Students

(A Case of Korean Brands)

Abstract: In recent years, Korean culture is very popular among college students,in hence,South Korea's national image and brand image has also been attracted much attention .Based on extensive literature review, research has established a simple model, in the model ,Korean culture Familiarity is the independent variable, the impression of South Korea's is the intermediate variables, the evaluation and purchase intention of Korean brand is the dependent variable, and add the product type as the moderator, using theoretical knowledge of country-of-origin effect to analyse that how consumer familiarity of Korean culture influence South Korea's national image, as well as the relationship between the

impression of Korea and the evaluation and purchase intention of customers. Through questionnaires and data analysis, concluded that consumers are more familiar with Korean culture, their impression of South Korea is better, and the better impression of South Korea lead to higher brand evaluation and purchase intention.As for consumer evaluation and purchase intention, the influence is different on different product categories, high penetrance product is more competitive than low penetrance product.

The research also offers some practical advice for China's national image building and enterprises marketing, about shaping China's national image, the paper argues that China can pay attention to the role of television in the cultural transmission, while carrying out cultural diplomacy. In terms of corporate marketing, they should take social responsibility and increase common sense with other companies to enhance consumer emotional recognition, which can achieve marketing objectives; And also recommends that companies use the Internet for marketing and add pop culture that college students like to enhance the brand image.

Keywords: South Korea culture country image college students’ c onsumption country-of-origin effect marketing significance

一、绪论

（一）研究背景

1、来源国效应前人研究的总结

在二十世纪六十年代，Schooler对来源国效应进行实证研究并发表了文章，之后来源国效应引就起了人们广泛的关注，学者们分别在不同的产品领域，采用调查、实验、访谈等方法进行了大量的研究。研究结果表明，来源国效应的存在是普遍的，但同时受到各种各样因素的影响[1]。其中，经过对国内外文献的整理归纳，影响因素主要有：来源国的经济发展程度，消费者对产品的熟悉程度、涉入程度，产品类别与属性，文化差异，个人因素等[2]。来源国效应的研究一直都在继续，在众多丰富的文献资料背景下展开本文的研究，定会有很多新的启发。

2、品牌来源国对大学生消费影响的背景

虽然国内大部分研究都是以学生作为研究样本，但是并没有很多专门针对大