중국 소비자의 상표국가 효과와 제조지역효과에 관한 연구
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초록
The purpose of this study is to validate the Region of Origin Effect and Country of Origin Effect in Chinese consumer market. The Region of Origin Effect is defined as the consumers evaluate the products differently where the product is produced region. We test Region of Origin Effect, Interaction of Region of origin Effect and Country of Origin Effect, Interaction of Country of Origin Effect and Patriot of Region. The empirical studies has conducted to survey the chinese consumer in Beijing, Shanghai, Guangzhou. The result of empirical testing are as follow. First, we find the Country of Origin Effect and Region of Origin Effect as the existing literature indicated. Second, The Region of Origin Effect shows more China Brand than Foreign Product strongly. The results implies that because the Region of Origin affect product evaluation of Chinese consume, the Region of Origin Effect is considered to make the entry strategy and marketing strategy.
Abstract
The purpose of this study is to validate the Region of Origin Effect and Country of Origin Effect in Chinese consumer market. The Region of Origin Effect is defined as the consumers evaluate the products differently where the product is produced region. We test Region of Origin Effect, Interaction of Region of origin Effect and Country of Origin Effect, Interaction of Country of Origin Effect and Patriot of Region. The empirical studies has conducted to survey the chinese consumer in Beijing, Shanghai, Guangzhou. The result of empirical testing are as follow. First, we find the Country of Origin Effect and Region of Origin Effect as the existing literature indicated. Second, The Region of Origin Effect shows more China Brand than Foreign Product strongly.
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