the country of origin effect 原产国效应

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1、TheCountry-of-OriginEffectAgenda●Introduction●Researchquestion●Literaturereview●Hypothesis●Operationalization●Results●Conclusion●LimitationIntroductionCountry-of-OriginEffectonconsumers’evaluationofproducts•Attitudes•PurchaseintentionHelpcorporatetoadjusttheme

2、ssagesforconsumers,intermsofCountry-of-OriginEffectResearchQuestionQ:WhatvariableswillinfluencetheeffectofCountry-of-Originwhenconsumersevaluateproducts?LiteratureReviewKeyTheories/Concepts1.Country-of-Origin:•Acueforproductquality•Hassymbolicandemotionalvalueto

3、consumers•Consumersholdsocialandpersonalnormsrelatedtocountryoforigin•Associatedwithdiversemarketingfactorsthataffectconsumerbehavior,includingtrustandfamiliarity.(Baughn&Yaprak,1993;Bilkey&Nes,1982;Häubl,1996;Michaelis,Woisetschläger,Backhaus,&Ahlert,2008;Pet

4、ersonandJolibert(1995);Steenkamp,1990;Tam,2008;Vida&Reardon)KeyTheories/Concepts2.PerceivedQuality:•Aparticularlystronglinkbetweencountry-of-originandperceivedquality.•TheimpactofcountryoforiginisstrongerforperceivedqualitythanforattitudesandpurchaselikelihoodAh

5、lert,2008;PetersonandJolibert(1995);Steenkamp,1990;Tam,2008;Vida&Reardon)(Aaker,1991,1996;ChangandWildt,1994;Doddsetal.,Verlegh,P.W.J.andSteenkamp,J.-B.E.M.(1999)1991;Yooetal.,2000.)KeyTheories/Concepts3.ProductKnowledge:•Manyscholarshavestudiedconsumerknowledge

6、aboutproductswithlabels,suchasexperience,frequency,expertise,andfamiliarity.(Cilingir&Basfirinci,2014;Schaefer,1995;Jyh-shenChiou,2003)KeyTheories/Concepts4.CountryKnowledge:•Consumerswithhigherlevelsofsubjectiveproductknowledgearelikelytorelymoreoncountryoforig

7、inthanconsumerswithlowsubjectiveproductknowledge.(Cilingir&Basfirinci,2014;Schaefer,1995;Jyh-shenChiou,2003)HypothesisHypothesisCountryofOriginPerceivedQualityConsumerKnowledgeProductKnowledgeProduct-CountryKnowledgeCOOH1.Thecountryoforiginofaproductwillhaveanef

8、fectonperceivedquality.HypothesisProductKnowledgeandCountryKnowledgeH2a.LevelsofproductknowledgewillmoderatetheCOOEffect.Lowknowledgeconsumersaremoredependentoncount