CAJ | 학술논문

原产地形象能够影响消费者对于产品的态度和品牌评价已经在学术界得到了验证，但是以往对原产地效应的研究，主要基于国别作为研究对象。本文选择广西和安徽两个地区作为研究对象，通过调查在校大学生，探索区域原产地形象能否影响消费者对于品牌态度的认知，研究显示区域原产地形象与品牌态度之间存在正相关关系。
원산지형상능구영향소비자대우산품적태도화품패평개이경재학술계득도료험증，단시이왕대원산지효응적연구，주요기우국별작위연구대상。본문선택엄서화안휘량개지구작위연구대상，통과조사재교대학생，탐색구역원산지형상능부영향소비자대우품패태도적인지，연구현시구역원산지형상여품패태도지간존재정상관관계。
It has been verified in acadamic cirdle that the image of product origin can influence consumers’ attitude to the products and their evaluation of the brands. However, previous studies of origin effect focused on some specific nations. In view of this, .this paper chooses Guangxi and Anhui as research objects to explore whether regional origin images can influence consumers’ attitudes to the brand evaluation by investegting the college students in thses two regions. The result shows that there is a positive correlation between regional origin images and attitudes to brands.