品牌研究Issue(3)：77-84,8.
洞察消费者购买决策：国货偏见还是国货意识？--基于全要素问卷调查的实证分析
National-brand Consciousness or Prejudice in Consumer Purchase Decision:An Empirical Study Based on Total Factor Questionnaire--An Empirical Study Based on Total Factor Questionnaire
摘要
Abstract
This study designed a total factor questionnaire from product selection elements, country of origin image and national-brand support motivation. At the same time, considering the price,technology,security and external symbol,the stimulus products selected lots of stimu⁃late products. Through the empirical analysis, it is found that the in many product areas, con⁃sumers has not only not a preference for foreign brands as an important factor in the process of decision-making, but also starting the proportion of national-brand consciousness is higher than that of foreign brand preference; as the better quality and high price ratio of local brands,con⁃sumers have stronger willingness to buy national-brand; although the cause of majority consumers to buy local brands is mainly "better quality" and "high price ratio",but national-brand support motivation is also an important factor. This suggests that if the national-brand consciousness is properly guided to Chinese consumers will help to make national-brand to get more support and preference,thereby expand national-brand consumption market.关键词
消费者/购买决策/国货意识/国货偏见/全要素调查问卷Key words
Consumer/Purchase decision/National-brand consciousness/Country of origin image/Total factor questionnaire分类
管理科学引用本文复制引用
刘进平,张燚,肖艳..洞察消费者购买决策：国货偏见还是国货意识？--基于全要素问卷调查的实证分析[J].品牌研究,2016,(3):77-84,8.基金项目
教育部人文社会科学研究项目（14XJC860002、14XJCZH003）；西南政法大学资助项目 （）
