管理学报
管理學報
관이학보
Chinese JOurnal of Management
2012年
8期
1183~1189
,共null页
来源国 品牌信任 顾客忠诚 感知质量
來源國 品牌信任 顧客忠誠 感知質量
래원국 품패신임 고객충성 감지질량
brand originating countries brand trust; customer loyalty; quality perception
关于品牌来源国对消费者品牌忠诚和感知质量的作用机制，针对直接影响机制、间接影响机制、综合影响机制3种理论假说，分别构建理论框架和研究假设，并基于IT行业收集数据进行实证研究。研究结果表明，弹性模型可以更好拟合数据；品牌来源国对顾客忠诚是间接影响机制，对感知质量是综合影响机制。
關于品牌來源國對消費者品牌忠誠和感知質量的作用機製，針對直接影響機製、間接影響機製、綜閤影響機製3種理論假說，分彆構建理論框架和研究假設，併基于IT行業收集數據進行實證研究。研究結果錶明，彈性模型可以更好擬閤數據；品牌來源國對顧客忠誠是間接影響機製，對感知質量是綜閤影響機製。
관우품패래원국대소비자품패충성화감지질량적작용궤제，침대직접영향궤제、간접영향궤제、종합영향궤제3충이론가설，분별구건이론광가화연구가설，병기우IT행업수집수거진행실증연구。연구결과표명，탄성모형가이경호의합수거；품패래원국대고객충성시간접영향궤제，대감지질량시종합영향궤제。
Theorists have reach a consensus that brand-originating could influence consumers＇ Be- havior. But there are three appions about how Brand-Originating Counties Influences Customer Loyal- ty and Quality Perception. One is direct influencing mechanism, an other is indirect influencing mech- anism, the third is comprehensive influencing mechanism. Which one is more suitable for Chinese con- sumers should be tested. We constructed the theoretical framework and research hypothesis, collected date from IT industry, and made an empirical research. The result showed that ：omprehensive influ- encing mechanism had better fit index. Brand-originating counties could infulence customer loyalty di- rectly, and infulence quality perception indirectly.
