Abstract
This study finds that Chinese consumers’ perception of country image can be divided into four dimensions: appraisal of the relationship with China, degree of country development, general product appraisal, and general people appraisal. The items in these four dimensions vary for different countries. The study incorporates country image into the Fishbein’s model, and finds good fitness between the model and data, which suggests that the Fishbein’s model has good generalizability and cross-culture adaptability. Results show that country image has no direct impact on purchase intention; instead, it impacts on consumers’ purchase intention indirectly through the effects on functional appraisal and symbolic appraisal, brand attitude and subjective norm. The effect of country image on purchase intention varies for different products. Specifically, the effect of country image on purchase intention of apparel is greater than that of cell phone, and that on purchase intention of car is the lowest.
摘要
通过对我国消费者进行问卷调查, 通过实证分析发现, 消费者对国家形象的感知大体上分为四个构面: 与中国关系评价、 国家发展程度、 整体产品评价、 整体人民评价, 国家形象各构面的组成项目因不同国家而有所差异。 将国家形象作为新的变量引入Fishbein 模型, 发现模型依然与实际数据吻合, 证明Fishbein模型具有较好可扩展性和跨文化适应性。 通过对模型进行分析, 发现国家形象间接地影响消费者的购买意向, 其影响系数因不同产品类别而有所差异, 其中国家形象对服装产品的购买意向影响最高, 手机产品次之, 对汽车产品的购买意向影响最低。
Article PDF
Similar content being viewed by others
References
Al-Sulaiti K I, Baker M J (1998). Country of origin effects: A literature review. Marketing Intelligence & Planning, 16(3): 150–169
Ajzen I, Fishbein M (1980). Understanding Attitudes and Predicting Social Behavior. NJ: Prentice-Hall Englewood Cliffs
Baker M, Ballington L (2002). Country of origin as a source of competitive advantage. Journal of Strategic Marketing, 10(2): 157–168
Bilkey W J, Nes E (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13: 89–99
Chao P (1993). Partitioning country of origin effects: Consumer evaluations of a hybrid product. Journal of International Business Studies, 24(2): 291–306
Chan R Y, Lau L (1998). A test of the Fishbein-Ajzen behavioral intentions model under Chinese cultural settings: Are there any differences between PRC and Hong Kong consumers? Journal of Marketing Practice: Applied Marketing Science, 4(3): 85–101
Erickson G M, Johansson J K, Paul C (1984). Image variables in multi-attribute product evaluations: Country-of-origin effect. Journal of Consumer Research, 11: 694–699
Fishbein M, Ajzen I (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Mass: Addison-Wesley
Fornell C, Larcker D F (1981). Structural equation model with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3): 382–389
Hair J F, Anderson R E, Tatham R L, Black W C (1998). Multivariate Date Analysis. NJ: Prentice Hall.
Han C M (1989). Country image: Halo or summary construct? Journal of Marketing Research, 26(2): 222–229
Han C M, Terpstra V (1988). Country of origin effects for uni-national and bi-national Products. Journal of International Business Studies, 19(2): 235–255
Heider F (1958). The Psychology of Interpersonal Relations. New York: Wiley
Hu L, Bentle P M (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Method, 3(4): 424–453
Johansson J K, Ronkainen I A, Czinkota M R (1994). Negative country-of-origin effects: The case of the new Russia. Journal of International Business Studies, 25(1): 156–176
Klein J G, Ettenson R, Morris M D (1998). The animosity model of foreign product purchase: An empirical test in the People’s Republic of China. Journal of Marketing, 62(1): 89–100
Krishnakumar P (1974). An exploratory study of influence of country of origin on the product images of persons from selected countries. University of Florida, Gainesville
Laroche M, Papadopoulos N, Heslop L, Mourali M (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1): 96–115
Lee C (1990). Modifying an American consumer behavior model for consumers in Confucian culture: The case of Fishbein behavioral intention model. Journal of International Consumer Marketing, 3(1): 27–50
Lee C, Green R T (1990). Cross-cultural examination of the Fishbein behavioral intentions model. Journal of International Business Study, 22(2): 289–305
Lee D, Gopala G (1999). Effects of partitioned country image in the context of brand image and familiarity: A categorization theory perspective. International Marketing Review, 16(1): 18–39
Li Z G, Murray L W, Scott D (2000). Global sourcing, multiple country-of-origin facets, and consumer reactions. Journal of Business Research, 47(2): 121–133
Martin I, Eroglu S (1993). Measuring a multi-dimensional construct: Country image. Journal of Business Research, 28: 191–210
Nagashima A (1970). A comparison of Japanese and U.S. attitudes toward foreign products. Journal of Marketing, 34(1): 68–74
Nagashima A (1977). A comparative ‘Made In’ product image survey among Japanese businessmen. Journal of Marketing, (July): 95–100
Parameswaran R, Pisharodi R M (1994). Facts of country image: An empirical assessment. Journal of Advertising, 23(March): 43–61
Papadopoulos N, Heslop L (2000). Country as brand: Canadian products abroad. Ivey Business Journal, (Nov/Dec): 30–36
Petty R, Cacioppo J T (1986). The elaboration likelihood model of persuasion. Advances in Hydroscience, 19: 124–205
Roth M S, Romeo J B (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, (Third Quarter): 477–497
Schooler R D (1965). Product bias in the central American common market. Journal of Marketing Research, (November): 394–397
安 钟石, 吴 静芳 (Ahn Jongseok, Wu Jingfang) (2003). 中国内需市场上国家形象对消费者购买行为的影响 (Country image and its impact on consumer behavior in China: A case of C-TV product). In: 21世纪的中国市场—理解与探索 (Unscrambling and Exploring the Chinese Market in 21 Century). 北京: 经济科学出版社: 79–108
陈 丰富 (Chen Fengfu) (2004). 来源国形象对产品购买意向的影响 (The Influence of country image on product purchase intention). 台湾: 国立成功大学企业管理学系EMBA论文, 55–96
陈 俊郎 (Chen Junlang) (2001). 国家形象效果对产品评估与购买决策之影响 (The influence of country image on product evaluation and purchase decision). 台北: 铭传大学企业管理研究所论文, 52–65
侯 杰泰, 温 忠麟, 成 子娟 (Hou Jietai, Wen Zhonglin, Cheng Zijuan) (2004). 结构方程模型及其应用 (Structural Equation Model and its Application). 北京: 教育科学出版社, 166–176
田 圣炳, 陈 启杰 (Tian Shengbing, Chen Qijie) (2004). 国际化经营中的原产地形象研究综述 (Review of the study of “country-of-origin” phenomenon in business internationalization). 国外经济与管理, 26(8): 25–29
易 中天 (Yi Zhongtian) (1995). 中国文化现象解密 (A Probe into Chinese Culture). 海口: 海南出版社, 101
尹 盛焕 (Yin Shenghuan). (2006). 韩国消费者对中国冰箱选择的研究 (A study on the Korean consumers’ selection of Chinese refrigerators). 北京城市学院学报, (2): 57–73
Author information
Authors and Affiliations
Corresponding author
Additional information
__________
Translated from Nankai Guanli Pinglun 南开管理评论 (Nankai Business Review), 2008, 11(5): 40–49
Rights and permissions
About this article
Cite this article
Li, D., Ahn, JS., Zhou, R. et al. A Study on the influence of country image on purchase intention of Chinese consumers based on Fishbein’s model of reasoned action: Focused on USA, Germany, Japan and South Korea. Front. Bus. Res. China 3, 621–646 (2009). https://doi.org/10.1007/s11782-009-0030-2
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11782-009-0030-2