原产地效应对消费者评价的影响 - 上海与沈阳的原产地效益比较

• 영문명: A Study on the Region of Origin Effect of Chinese Consumers -Comparison of Shanghai and Shenyang
• 발행기관: 성균관대학교 현대중국연구소
• 저자명: 金镛 准(KIM Yong-june) 李东 进 (LI Dong-jin) 朴世桓(PARK Se-hwan)
• 간행물 정보: 『현대중국연구 Working Paper』3월호, 224~234쪽, 전체 11쪽
• 주제분류: 어문학 > 중국어와문학
• 파일형태: PDF
• 발행일자: 2006.03.01

영문 초록

  The purpose of this study is to validate the Region of Origin(ROO) Effect differently from the Country of Origin(COO) Effect in Chinese consumer market. The Region of Origin(ROO) Effect is defined as the consumers evaluate the products differently where the products is produced regionally. The empirical studies has been conducted to survey the Chinese consumers in Beijing to evaluate the desk-top computers of Samsung and Legend brand in Shanghai and Shenyang.Interestingly, we find the ROO Effect shows strongly.   This results implies that Chinese consumers could be investigated with the country specific variables such as ROO to develop the entry strategy and the marketing strategy.

목차

摘要
영어 초록
一、引言
二、理？背景
三、？究？？
四、分析？果
五、？？
？考文？
저자소개

키워드

消？者行？ 原？地效？ 原？？效？ Consumer Behavior Region of Origin Effect Country of Origin Effect