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本研究探索了消费者的权力距离对原产国效应的影响。通过两次实验的验证,发现权力距离对原产国效应有双向极化作用。即相对于低权力距离的消费者来说,高权力距离的消费者对来自形象较好的原产国的产品有更高的评价,对来自形象较差的原产国的产品有更低的评价。研究还发现消费者对原产国的能力型国家情感具有调节作用,即当消费者对原产国持有正面的能力型国家情感时,对来自形象较好的原产国的产品,高权力距离的消费者比低权力距离的消费者的评价更高,对来自形象较差的原产国的产品,两者的评价无差异;当消费者持有负面的能力型国家情感时,对来自形象较差的原产国的产品,高权力距离的消费者比低权力距离的消费者的评价更低,对来自形象较好的原产国的产品,两者的评价无差异。
This study explores the impact of consumer power distance on the country of origin effect. Through the verification of two experiments, it is found that the power distance has a two-way polarization effect on the country-of-origin effect. That is to say, compared to low-power consumers, high-power consumers have a higher rating for products from the better-imaged country of origin and lower from products from the less-developed country of origin Evaluation. The study also found that consumers have a regulatory effect on the state-of-capabilities of the country of origin in the country of origin, that is, when consumers hold a positive state-of-nation emotion toward the country of origin, Consumers at distance are rated more than those at low power, and there is no difference in their assessment of products from a less-developed country of origin. When consumers hold negative state-of-emotion, Low-quality products from countries of origin, consumers with high-power distances rated lower than consumers with lower-power distances, and there was no difference in the evaluation of products from countries with better-rated countries of origin.