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本文首先在实用理性、产地形象、感知价值和购买意向相关文献综述的基础上,进行了核心概念界定和相关理论支撑的规范化研究,明确了本文的研究问题和研究变量的逻辑关系。其次通过中国联想的案例分析,解释了联想的成功是实用理性的战略性运用,以及对联想产地形象和顾客感知价值的总体性提升。其三依据大量文献研究,本文提出了各变量之间的假设关系以及概念模型,确定了研究变量的测量维度及量表。其四本文采用实证研究方法,运用SPSS和AMOS软件对PC、汽车和护肤等三个行业产品类别的调查问卷展开实证检验;其中行业品类作为总体调节变量来确保本项研究的有效性。最后根据研究结果分析了本文结论、贡献、建议和局限,以及未来的研究方向。
Based on the literature review of practical rationality, origin image, perceived value and purchase intention, this dissertation conducts a standardized research on the definition of core concepts and related theoretical support, and clarifies the logical relationship between the research questions and the research variables. Second, through the case analysis of China’s Lenovo, Lenovo’s success is explained by the strategic use of practical reason, as well as Lenovo’s image of origin and customer perception of the overall increase. The third is based on a large number of literature research, this paper presents the hypothesis between the various variables and the conceptual model, to determine the measurement dimensions of the study variables and scales. The fourth part of this paper uses empirical research methods, the use of SPSS and AMOS software PC, automotive and skin care products in three categories of industry survey conducted empirical tests, including industry as an overall regulatory variables to ensure the effectiveness of this study. Finally, based on the research results, this paper analyzes the conclusions, contributions, suggestions and limitations, and future research directions.