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国家形象作为人们对一国的认知、情感、行为倾向的态度,在品牌传播和公共关系的语境下,其形成的来源的研究一方面倾向于媒介中心论,关注媒介中的国家形象传播;国家形象的研究多集中于媒介中国家形象的描述,或者作为原产国的国家形象对消费者行为的影响,对于影响国家形象建构的因素的实证研究尚少,而且研究视野通常都集中在文化,企业品牌形象向国家形象的转移,对国家形象来源的多维度模型只见提及,未有检验。本研究通过对中国大陆,中国台湾地区和韩国的900名被访者的抽样调查,使用结构方程模型检验包含态度三个维度的国家形象概念的测量的信度和效度;以及旅游、企业品牌、政策、投资、文化、人民六维度模型对国家形象的影响。研究结果表明,不同国家人们的国家形象的结构和影响因素有显著差异。讨论了国家形象的影响因素和认知结构的差异对国家品牌化的实践意义。
As a people¡¯s attitude toward a country¡¯s cognition, emotion and behavior tendency, the research on the origin of national image tends to media-centric theory and media image transmission in the context of brand communication and public relations . The research of national image mostly focuses on the description of the image of the Chinese home in the media or the influence of the image of the country as the country of origin on the consumer behavior. There is little empirical research on the factors affecting the image building of the country, and the research perspective is usually focused on Cultural and corporate brand image to the transfer of the national image, the multi-dimensional model of the source of the national image was mentioned and not tested. Based on a sample survey of 900 respondents in mainland China, Taiwan, China and South Korea, this study uses structural equation modeling to test the reliability and validity of the measurement of the national image concept that includes the three dimensions of attitude; and tourism, corporate brand , Policy, investment, culture and people’s six-dimensional model of the impact on the country’s image. The results show that there are significant differences in the structure and influential factors of people’s national image in different countries. Discusses the practical significance of the influence factors of national image and the differences of cognitive structure on national branding.