文档介绍：Brand and country-of-origin effect on consumers' decision to purchase luxury products

Journal of Business Research
主要框架(思路)
qualitative data previously gathered on this topic( Brand and country-of-origin effect on consumers' decision ) questionnaire online in seven countries (China, France, India, Italy, Japan, Russia,and the USA) total sample of 1102 respondents These results concern the differences in therelative importance ponents of the consumer decision-making process in respect of the purchase of luxury and non-luxury goods; the relative importance of CoO for consumers making purchasing decisions relating to luxury goods; and the variation in consumers' decision-making criteria depending on the maturity of the luxury market Conclusions
System: Brand and country-of-origin consumers' decision to purchase luxury products
Stakeholder: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,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:Brand functions and brand relational dimension(品牌功能与品牌关系的维度)
System anization
Mechanism
Law
方法:问卷调查,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:The first hypothesis (H1) is therefore:differences occur in the relative importance ponents of the consumer decision-making process in respect to the purchase of luxury and non-luxury goods.(是否是原产地影响购买)
The second hypothesis (H2) : CoO is relatively important for consumers making purchasing decisions on luxury goods.
the third hypothesis (H3): consumers‘ decision-making criteria vary depending on the maturity of the luxury market, that is between countries where luxury is traditionally present (France, Italy, Japan, USA) and those where luxury is still a relative er (China, India, Russia).
数据分析