论文部分内容阅读
在回顾国内外相关研究论基础上,从服装产品外部属性的国家形象与价格两个方面建立知觉质量对消费者购买意愿的影响模型,并通过市场调研检验了该模型。研究发现,品牌来源国国家形象、价格单一变量对消费者的知觉质量没有直接影响;价格和来源国形象交互作用时对知觉质量有显著的影响;知觉质量直接作用于知觉价值进而对购买意愿产生显著影响。
On the basis of reviewing relevant research theories at home and abroad, this paper establishes the model of the impact of perceived quality on consumers’ willingness to buy from the two aspects of national image and price of the external attributes of apparel products, and tests the model through market research. It is found that the image of the country of origin and the single variable of price have no direct influence on the perceived quality of consumers. The interaction of price and country of origin has a significant impact on the quality of perception. The perceived quality directly affects the perceived value and thus the purchase intention Significantly affected.