CAJ | 학술논문

文章以消费者行为理论和品牌原产地效应的研究文献为基础，针对五类产品开展问卷调查，研究了品牌原产地困惑对于中国消费者偏好与购买本土和境外品牌所产生的影响。结论如下：第一，在中国情境下，当消费者误判一个本土品牌是境外品牌时，对于大多数产品类别而言，并不会对该品牌形成更好的品牌特性认知，也不会更加偏好；第二，当消费者误判一个境外品牌为中国本土品牌时，则对于大多数产品类别而言，在品牌特性感知和偏好上有明显下降。
문장이소비자행위이론화품패원산지효응적연구문헌위기출，침대오류산품개전문권조사，연구료품패원산지곤혹대우중국소비자편호여구매본토화경외품패소산생적영향。결론여하：제일，재중국정경하，당소비자오판일개본토품패시경외품패시，대우대다수산품유별이언，병불회대해품패형성경호적품패특성인지，야불회경가편호；제이，당소비자오판일개경외품패위중국본토품패시，칙대우대다수산품유별이언，재품패특성감지화편호상유명현하강。
This paper based on the theory of brand origin and consumer behavior, combined with brand ori- gin confusion practice of Chinese consumers, proposes and tests the impact of brand-origin confusion on consumers＇ brand characteristics perception and preference. By using of statistics calculated by ANOVA in SPSS, the results suggested that in the context of current China： firstly, when the local brand are regarded as non-local brand, consumers will perception on the brand characteristics and preference for most product category; secondly, when non-brand are regarded as non-local brand, there isn＇t significant differences based on comparison between two origin brand on the brand characteristics and preference.