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1、Brandandcountry-of-origineffectonconsumers'decisiontopurchaseluxuryproductsJournalofBusinessResearch(2011)主要框架（思路）qualitativedatapreviouslygatheredonthistopic（Brandandcountry-of-origineffectonconsumers'decision）questionnaireonlineinsevencountries(China,France,India,Italy,Ja
2、pan,Russia,andtheUSA)totalsampleof1102respondentsTheseresultsconcernthedifferencesintherelativeimportanceofcomponentsoftheconsumerdecision-makingprocessinrespectofthepurchaseofluxuryandnon-luxurygoods;therelativeimportanceofCoOforconsumersmakingpurchasingdecisionsrelatingto
3、luxurygoods;andthevariationinconsumers'decision-makingcriteriadependingonthematurityoftheluxurymarketConclusionsSystem：Brandandcountry-of-originconsumers'decisiontopurchaseluxuryproductsStakeholder：消费者、（奢侈品）企业决策者Scenario：说法不一：有影响，没有影响，程度不清Uncertain：外观、稀有性、质量、价格、品牌；创新的方法（上级，
4、尖端技术）;设计（风格，优雅，平衡）;威信（排他性，地位的民族品牌）;和做工（可靠性，耐久性，质量全国制造商）；消费者倾向（内部或外部）；保证Risk：质量、价格、保证Ambiguity：原产地的形象，品牌Behavior：从原因解释：一是为自己的快乐，作为一个成功的标志，二是消费者往往购买奢侈品送人的。Decision-making：选择Response：Brandfunctionsandbrandrelationaldimension（品牌功能与品牌关系的维度）SystemoforganizationMechanismLaw方法：问卷调查
5、，数据分析差距分析研究然后执行单向方差分析和Scheffe事后测试，研究问题、假说，与方法研究问题：影响因素购买奢侈品的决定假说：Thefirsthypothesis(H1)istherefore:differencesoccurintherelativeimportanceofcomponentsoftheconsumerdecision-makingprocessinrespecttothepurchaseofluxuryandnon-luxurygoods.（是否是原产地影响购买）Thesecondhypothesis(H2):CoOi
6、srelativelyimportantforconsumersmakingpurchasingdecisionsonluxurygoods.thethirdhypothesis(H3):consumers‘decision-makingcriteriavarydependingonthematurityoftheluxurymarket,thatisbetweencountrieswhereluxuryistraditionallypresent(France,Italy,Japan,USA)andthosewhereluxuryissti
7、llarelativenewcomer(China,India,Russia).数据分析countryoforigin(CoO)，countryofdesign(CoD),andthecountryofmanufacture/assembly(CoM/A).IftheScheffepost-hoctestsallowupdatingofsignificantdifferencesbetweencountries,classificationtreesfailtoidentifystablegroupsofcountries.Instead,e
8、achchoicevariablerequiresseparateanalysis.However,somegeneraltrendsemergefromthere
