摘要
I
摘要
在国际贸易中，我国扮演的角色越来越重要。一方面在宏观上体现在进出
口在国际上的体量比重越来越高；另一方面在微观上则体现在，对于普通顾客，
外国产品在日常生活中变得越来越常见。在这种市场背景下，产品的国家形象
成为了市场营销研究的重要关注点。并随着国际贸易的发展，越来越得到学界、
企业界以及政府等多个层面的关注。尤其是我国作为新兴经济体的代表，以中
国为研究对象的产品国家形象研究，以及我国顾客对于外国产品评价时所考虑
的国家形象因素等研究，吸引了众多相关领域的国内外学者。随着跨国公司的
发展，传统意义上的产品制造地正变得越来越模糊，但是，原产地效应依然以
其他的方式在营销领域显现着自身独特的作用，依然需要学界开展新的更深入
的研究。目前在营销学界对于原产地的研究依然过于孤立，没有很好地整合进
主流营销理论中。对于原产地的研究，需要放在品牌形象这个大体系中加以展
开；同时，对顾客和产品进行分门别类的研究，因消费群体而异，因产品类别
而异，会带给我们更多新的发现，也更贴合顾客的实际情况。从近年的研究来
看，产品介入度开始受到了从事原产地研究的学者们的关注，成为对产品和顾
客有区分地进行原产地营销研究的重要开端

本文通过对原产地效应和产品介入度的相关文献的回顾与梳理，结合产品
介入度对原产地形象的影响这一研究问题，提出“介入度视角下原产地形象对
品牌态度的影响机制”这一研究主题。以原产地效应的弹性模型为基础，构建
了原产地形象对品牌态度的影响理论模型；通过境内外品牌对比的方式，针对
具体产品类别和具体品牌对变量开展测量；在不同介入度产品下检验了原产地
形象对产品属性信念、原产地形象对品牌态度的影响，并检验了产品介入度的
调节作用。考察了原产地象征性价值和产品属性信念在原产地形象的影响模型
中的作用

本文分析阐释并构建了顾客对原产地形象感知的内涵及其维度；运用品牌
形象理论、品牌虚拟价值理论、产品属性理论和态度三重模型理论，诠释并发
展了原产地形象及其作用的内涵与形成的内在机理；设计了针对具体品牌的、
能够突出原产地差异的多环节测量体系，该测量体系可以有效对比境内外品牌
的顾客偏好差异，并能够将这种差异体现到假设检验的全过程中；本文通过实
证研究揭示了原产地效应类概念的主要作用范围；揭示了不同介入度产品下原哈尔滨工业大学管理学博士学位论文
II
产地形象作用的特征与趋势

本文将产品介入度理论与原产地形象有机结合起来，进一步丰富了原产地
形象的实证视角；本文首次探讨了顾客对原产地形象感知的维度及内涵，不仅
丰富了原产地形象的研究理论，而且为研究原产地效应提供了新的理论视角；
本文为原产地形象的理论研究扩展了因变量范畴，并结合具体产品和介入度的
差异，为原产地形象的理论研究拓宽了研究空间；本文以具体的产品和品牌为
调研对象，结合产品介入度的特点，进一步丰富、充实了原产地形象作用机制
的实证研究。企业可以借助本文的研究成果，完善营销策略的制定，尤其在原
产地方面需要更符合顾客特征的策略；同时，对于政府层面打造城市与地区品
牌形象，也可借鉴本文的研究思路

关键词：品牌态度；产品介入度；产品属性信念；原产地形象Abstract
III
Abstract
In international trade, China is playing an increasingly important role. On the one
hand, in the macroscopic aspect, import and export volume proportion is more and more
high in the world; on the other hand ,in on microscopic, for ordinary customers, foreign
products are becoming more and more common in our daily life. Under the background
of the market, the country image of the product has become an important focus of
marketing research. With the development of international trade, the country image has
more and more to be academic, corporate and government&39;s attention. Especially in our
country, as the representative of the emerging economies, country image research with
China as the research object, and consumers’ evaluation for foreign products, attract
many domestic and foreign scholars in the related field. With the development of the
multinational company, the traditional sense of the products producing areas are
becoming more and more vague, however, country-of-origin effect is still show its
unique role in other ways in the marketing field, still need academic to conduct new
further studies. Now in the marketing field, the study of the origin remains too isolated,
not very well to be integrated into the mainstream of marketing theory. For the study of
the origin, must be placed on this system of brand image; at the same time, the study of
consumers and products to classify, in view of the different consumer groups, in view of
the different product categories, will bring us more new discoveries, and more fit the
actual situation of the customers. From the point of research in recent years, product
involvement began to be the attention of the scholars engaging in marketing research of
origin, as to be important beginning of origin marketing research of the distinction
about products and consumers.
According to relevant literature review and combing of the origin effect and
product involvement, combined with the research problem of the impact of product
involvement on the country-of-origin image, put forward to the research topic
“involvement perspective on the influence mechanism of country-of-origin image on
customer brand attitude”. On the basis of country of origin effect elastic model, build
the influence mechanism model of country-of-origin image on customer brand attitude.
By the way of domestic and foreign brands contrast, aim at the specific product
categories and the specific brand to carry out the variables measurement. In different
involvement products, to test the effect of country-of-origin image on product attributes
beliefs, the effect of country-of-origin image on brand attitude, and regulating effect of
product involvement. Examine the role of the symbolic value and product attribute
beliefs in the country-of-origin image effect mechanism.
This paper interprets and builds connotation of customer perception of country-
of-origin image and its dimensions. By using the theory of customer perceived value,
brand virtual value theory, theory of product attributes and ABC attitude model theory,
carry out the interpretation and development of the connotation and mechanism of哈尔滨工业大学管理学博士学位论文
IV
country-of-origin image and the inner mechanism of the formation. Design
measurement system for specific brands, which will highlight the differences between
the origins. The measurement system can effective contrast brand customers preference
difference, and to be able to reflect in the whole process of hypothesis testing. In this
paper, through empirical study, reveal the main scope of the concept of country of origin
effect; reveal the characteristics and trends of the country-of-origin image effect in
different involvement products.
This paper combines the product involvement theory and country-of-origin image,
further enrich the country-of-origin image empirical perspective. This paper discusses
the dimensions and their connotation of customer perception of country- of-origin
image, not only enrich the research theory of country-of-origin image, but also provides
a new theoretical perspective for the study of country-of-origin effect. This paper
expanded the category of the dependent variable for the the theory study of the
country-of-origin image, and combines with the specific product and difference of
involment, to expand the research space. Regard the specific product and brand as the
research object, combining with the characteristics of product involvement, enrich
empirical research of country-of-origin image mechanism. Enterprises can use the
research achievements of this paper to perfect marketing strategy formulation,
especially in the aspects of origin, need more strategies in line with consumer
characteristics. At the same time, the government also can draw research train from this
paper to build urban and regional brand image.
Keywords: brand attitude; product involvement; product attributes belief; country-of
-origin image目录
V
目 录
摘要..........I
Abstract....III
第 1 章 绪 论.......1
1.1 研究背景与问题提出1
1.1.1 研究背景 . 1
1.1.2 问题提出 . 2
1.2 研究目的与意义........ 4
1.2.1 研究目
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