科技强国品牌原产地形象对品牌再购意愿的影响：基于科技创新与建构思维的分析

The influence of brand origin image on brand repurchase intention: an analysis based on scientific and technological innovation and construction thinking

摘要:

基于人们对科技强国具有刻板印象，本文探究了来自非科技强国的品牌如何从科技创新和消费者思维的角度突破“来源国偏见”。文章采用实证研究法，通过实验证明了相比于来源于非科技强国的品牌，来自科技强国的品牌将会让消费者产生更高的再购买意向。而实现科技创新中的技术创新能有效扭转非科技强国对消费者购买行为的负面影响；消费者建构思维也将调节消费者固有的来源国效应。最后，本文根据实证研究结果从国家层面、行业层面以及消费者层面提出了具体的突破路径建议。

Abstract:

Based on people's stereotype of scientific and technological power, this paper explores how brands from non scientific and technological power break through the "country of origin bias" from the perspective of scientific and technological innovation and consumer thinking. Using the empirical research method, this paper proves that compared with the brands from non scientific and technological powers, the brands from scientific and technological powers will make consumers have higher repurchase intention. The realization of technological innovation in scientific and technological innovation can effectively reverse the negative impact of non scientific and technological powers on consumers' purchase behavior; Consumer constructive thinking will also adjust consumers' inherent country of origin effect. Finally, according to the empirical research results, this paper puts forward specific breakthrough path suggestions from the national level, industry level and consumer level.