地区形象对消费者购买意向影响研究——以天津和上海为例被引量：19

The Effect of the Region Image on Consumers’Purchase Intention——Taking Tianjin and Shanghai as examples

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摘要为了检测地区形象对产品评价和消费者购买意向的影响效应,本研究以天津和上海为例,在北京,宁波,杭州,太原和保定五个城市进行了实证调查。研究结果发现,天津和上海的地区形象确实存在显著差异,上海地区形象好于天津。地区形象对消费者购买意向有显著影响,地区形象与消费者购买意向正相关。 The present research examines the effect of the region image on product evaluation and purchase intention. In order to find the effect, this paper takes Tianjin and Shanghai as examples, and collects data from five cities： Beijing, Ningbo, Hangzhou, Taiyuan, and Baoding. Research results show that the image of Tianjin and Shanghai are significantly different. The image of Shanghai is better than that of Tianjin. The region image affects purchase intention significantly, and the region image and purchase intention are linked in a positive manner.

作者李东进武瑞娟魏善斌

机构地区南开大学商学院

出处《管理评论》 CSSCI 北大核心 2010年第7期67-75,共9页 Management Review

基金国家自然科学基金重点项目(70832001) 国家自然科学基金项目(70672033)

关键词原产国效应地区形象购买意向产品评价 country of origin effect region image purchase intention product evaluation

分类号 F224 [经济管理—国民经济] F274 [经济管理—企业管理]

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