【摘要】 基于新的研究视角,探讨在理性和体验购买情境下,认知和情感的地区形象差异对消费者购买意向的影响机制。以深圳、沈阳和郑州三城市为研究对象,以手机和运动鞋为研究产品,在天津、宁波、太原、北京和温州五个城市进行实证调查,并通过结构方程模型来分析数据和检验假设。研究结果表明,消费者对目标地区的区域形象评价,会直接影响其对该地区所产产品的购买意向,但加入总体产品形象和分类产品形象两个中介变量后,上述影响关系发生了差异性变化。本文的研究结果丰富了现有的研究文献,能够帮助营销人员和销售商规避地区形象可能带来的负面影响,从而更好的利用地区形象获利。更多还原

【Abstract】 This study will explore the mechanism of regional image influence on consumer purchase intention in different buying situations. Conducting the empirical study in Tianjin,Ningbo,Taiyuan,Beijing and Wenzhou and analyze the data and test hypotheses with structural equation model by taking Shenzhen,Shenyang and Zhengzhou city as the research objects with mobile phones and sneakers as research products. The results show that the consumer evaluation of regional image of target region will directly affect the purchase intention for products from the region.But after taking the intervening variables like the overall product image and product image classification into consideration,we find the influence relationship changes. The research results enrich the existing research literature and help marketers and distributors around areas avoid negative effects and make better use of the regional image.更多还原