產(chǎn)品消費(fèi)價(jià)值對(duì)消費(fèi)者國(guó)際品牌選擇影響的實(shí)證研究.pdf

1、中南大學(xué)碩士學(xué)位論文產(chǎn)品消費(fèi)價(jià)值對(duì)消費(fèi)者國(guó)際品牌選擇影響的實(shí)證研究姓名：王業(yè)靜申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：國(guó)際貿(mào)易學(xué)指導(dǎo)教師：龔艷萍20071203ABSTRACTConsumersperceptionandappraisalonproduct’SconsumptionvaluearetheimportantbasisoftheirchoicebehaviorInaddition，withtheglobalizationtrend，ther

2、eisagreatchangeinpeople’Sattitudeofvalues，whichexertaninfluencetoconsumers‘choicebehaviorofintemationalbrandUnderthiskindofsituation，consumer’schoicebehaviorofinternationalbrandbecamemorecomplicate，andconsumerspsychology

3、ofconsumptionbecamemoredifficulttograspInviewofthissituation，thistextstartswiththepresentationofconsumersperceptionandappraisalontheproduct’sconsumptionvalueoftheintemationalbrand，throughintroducingconsumersattitudeofval

4、ues(individualismandcollectivism)andproductstype(practicalandextravagant)，studiedconsumerschoicebehaviorofinternationalbrandThroughquestionnaireinvestigationandRegressionAnalyze，thisresearchhasfoundouttherelationbetweenp

5、roduct’Sconsumptionvalueandconsumers’choicebehaviorofinternationalbrandFirst，functionvalueisthekeyfactorconsideredwhenconsumerchooseinternationalbrand，especiallywhenconsumers，nomattercollectivismpersonorindividualismpers

6、on，choosingthepracticalproductsSecond，whenconsumerschoosingextravagantproducts，socialvalueandemotionalvalueoftheproductshavepositiveinfluenceontheirchoicebehaviorsocialvalueisofgreatimpacttoindividualismperson’Sbrandchoi

7、cebehavior，andemotionalvalueisofgreatimpacttocollectivismperson’SbrandchoicebehaviorForthisreason，thistexthasproposedsomefollowingsuggestionsfortransnationalmarketingperson：First，strengthenthefunctionvalueoftheproducts，c

8、arryonthefunctionallyinnovationofproductsStressproduct’SfunctionvaluewhenpropagatingthebrandofpracticalproductsSecond，whenpropagatingextravagantproductsbrandincountryorareawhichhashigherindividualismtendencyitisbettertoe