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经济与文化的全球化使区域品牌信任成为一个地区获得竞争优势的重要因素。本文设计了区域品牌信任的维度模型和量表,并进行实证检验。结果显示:区域品牌信任包含区域产品信任、区域法律信任、区域文化信任和区域企业信任四个维度。其中,区域产品信任包含产品性价比、产品口碑、产品个性、产品质量和产品认证;区域法律信任包含监管严格性和法律规范性;区域文化信任包含价值观共享性和诚信理念俗成性;区域企业信任包含企业诚信、企业责任感和企业能力。区域品牌信任对消费者购买意愿具有正向影响,区域品牌信任的构建是一个复杂的工程,要从区域产品、法律、文化和企业四方面来合力构建。
Economic and cultural globalization make regional brand trust an important factor in gaining a competitive advantage in a region. This paper designs the dimension model and scale of regional brand trust and conducts empirical tests. The results show that regional brand trust includes four dimensions: regional product trust, regional legal trust, regional cultural trust and regional corporate trust. Among them, regional product trust includes product cost-effectiveness, product reputation, product personality, product quality and product certification; regional legal trust includes regulatory rigor and legal norms; regional cultural trust includes value sharing and honesty; Including corporate integrity, corporate responsibility and business ability. Regional brand trust has a positive impact on consumers’ willingness to buy. The construction of regional brand trust is a complex project that needs to be built jointly by regional products, law, culture and enterprises.