产品评价的来源国效应

自Schooler（1965）开始对来源国效应进行实证研究之后，来源国效应引起了人们的广泛关注。学者们分别在个人购买和工业购买领域，采用调查、实验、联合分析、元分析及其它方法（如深度访问法）进行了大量的研究。研究结果表明，来源国效应是一种普遍存在的现象，但是受到多种因素的影响，这些因素包括其它外在产品属性、消费者的知识背景或经验、产品属性信息、产品类别以及消费者的民族差异。为了解释来源国效应这一现象，研究者提出了多种假说或模型，代表性的是信号假说、独立属性假说、概构模型和弹性模型

A Review Of Researches On Country-Of-Origin Effect

A review of the literature indicated that country-of-origin effect research has emerged as an important area of investigation in consumer behavior after Schooler’s（1965）study. The previous studies, which utilized methodologies of survey, experimentation, conjoint, meta-analysis, in-depth interview, and so on in the setting of consumer marketing and industrial (or business-to-business) marketing, had convincingly demonstrated the effects of country-of-origin on buyers’ product perception. However, country-of-origin effect has been shown to be mediated by other external product attributes, consumer’ knowledge and experiences, product attribute information, type of product and consumer’s race. Four models, which are signaling, independent-attribute, summary construct and flexible model, has been established to explain country-of-origin effect