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首页> 外文期刊>Journal of Product & Brand Management >Marketing high-tech products in emerging markets: the differential impacts of country image and country-of-origin's image
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Marketing high-tech products in emerging markets: the differential impacts of country image and country-of-origin's image

机译：在新兴市场中营销高科技产品：国家形象和原产国形象的不同影响

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Purpose - The pupose of this paper is to investigate consumers' behavior in emerging countries. In particular, it simultaneously assesses the effects of country image and country-of-origin's image on consumers' uncertainty, aspiration and purchasing intention of high-tech products. Design/methodology/approach - Based on a sample of 479 Chinese consumers, structural equation modeling was used to test the hypothesized relationships. Findings - Results show that compared to country-of-origin, country's image is a more effective tool in reducing consumers' uncertainty and increasing their aspiration to purchase high technology products. Contrary to country's image, however, country-of-origin's image plays a considerable role in influencing the product image. Research limitations/implications - The major role of a country-of-origin is to influence product image while that of country's image is to increase consumers' aspiration to acquire its product and diminish their uncertainty and hesitation about buying the product. In other words, the image of a product is much more prone to the effect of country-of-origin's image than country's image. Practical implications - Marketers should understand that consumers in emerging countries are ambivalent when they consider the purchase of complex products. On the one hand, highlighting the country image can contribute in alleviating consumers' uncertainty and increasing their aspiration to purchase sophisticated and complex products. On the other hand, promoting the country-of-origin's image can prove an effective means to improve product image in emerging markets. Originality/value - Most of the previous studies have focused on one of the two concepts (i.e. country's image or country-of-origin), interchangeably used both of them, and relatively ignored their simultaneous impact on consumer behavior. The present study has tried to address this shortfall through simultaneously studying their influences on product image and consumer purchase intention; and highlighting their differential impacts.
机译：目的-本文的目的是调查新兴国家的消费者行为。特别是，它同时评估了国家形象和原产国形象对消费者不确定性，愿望和高科技产品购买意愿的影响。设计/方法/方法-基于479位中国消费者的样本，使用结构方程模型来检验假设的关系。调查结果-结果显示，与原产国相比，国家形象是减少消费者不确定性和增加购买高科技产品的愿望的更有效工具。但是，与国家/地区的形象相反，原产国/地区的形象在影响产品形象方面起着相当重要的作用。研究的局限性/含意-原产国的主要作用是影响产品形象，而原产国的主要作用是增加消费者购买产品的愿望并减少他们对购买产品的不确定性和犹豫。换句话说，产品的形象比原产国的形象更容易受到原产国的形象的影响。实际意义-营销人员应该理解，新兴国家的消费者在考虑购买复杂产品时会产生矛盾。一方面，突出国家形象有助于减轻消费者的不确定性，并提高他们购买复杂产品的愿望。另一方面，提高原产国的形象可以证明是改善新兴市场产品形象的有效手段。原创性/价值-以前的大多数研究都集中在两个概念之一（即国家的形象或原产国）上，两者可互换使用，而相对忽略了它们对消费者行为的同时影响。本研究试图通过同时研究其对产品形象和消费者购买意愿的影响来解决这一不足。并强调它们的不同影响。

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