| 三聚氰胺事件对中国消费者国家形象感知及本土品牌偏好影响的研究 |
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| 引用本文： | 王鹏,庄贵军,张涛.三聚氰胺事件对中国消费者国家形象感知及本土品牌偏好影响的研究[J].软科学,2009,23(11):69-72. |
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| 作者姓名： | 王鹏 庄贵军 张涛 |
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| 作者单位： | 西安交通大学,管理学院,西安,710049 |
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| 基金项目： | 国家自然科学基金优秀创新群体资助项目 |
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| 摘 要： | 以三聚氰胺这一突发公共卫生事件作为前因变量,采用"模拟的前后测设计"进行实验,检验了三聚氰胺事件对中国消费者国家形象感知及本土品牌偏好的影响。通过问卷法共回收有效问卷614份,并利用SPSS软件进行了统计分析。分析结果显示:三聚氰胺事件对中国消费者国家形象感知及本土品牌偏好均有显著的负向影响。
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| 关 键 词： | 三聚氰胺事件 国家形象 本土品牌偏好 实验 |
The Impact of Melamine Event on Country Image and Preference for Indigenous Brands of Chinese Consumers |
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| WANG Peng,ZHUANG Gui-jun,ZHANG Tao.The Impact of Melamine Event on Country Image and Preference for Indigenous Brands of Chinese Consumers[J].Soft Science,2009,23(11):69-72. |
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| Authors: | WANG Peng ZHUANG Gui-jun ZHANG Tao |
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| Abstract: | Based on the literature of image theory,taking the Melamine Event as the antecedent,this paper investigates the impact of the Melamine Event on Chinese consumers' country image and preference for indigenous brands by conducting an experiment.Then,statistics analysis software is applied to deal with the data on the basis of 614 cases of citizens and tourists are investigated by a questionary.Result shows that the Melamine Event had significant and negative effects on Chinese consumers' country image and preference for indigenous brands. |
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| Keywords: | Melamine Event country image preference for indigenous brands experiment |
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