Влияние страны-производителя на оценку товара потребителем и принятие решения о покупке в контексте других оценочных факторов. Четырехуровневая иерархическая модель взаимодействия оценочных факторов и матрица покупательских намерений (часть 1)
Макиенко И.И.

Психологические механизмы восприятия,
оценки и принятия решения о покупке импортных товаров;
Основные этапы научных исследований
СП-эффекта;
Иерархическая четырехуровневая модель;
Оценочные факторы четвертого уровня (самого нижнего);

Аннотация

В данной статье предлагается теоретическая модель взаимодействия различных оценочных факторов в процессе оценки импортного товара и принятия решения о его покупке. В качестве базового эффекта выбран эффект страны-производителя на потребителя (СП эффект).
В статье дается обзор психологических механизмов общей
оценки импортных товаров и принятия решения об их покупке
и условий, необходимых для проявления СП эффекта.

Автор, опираясь на многочисленные исследования по этой
тематике, разделяет все факторы в зависимости от их "влиятельности" (способности значительно ослаблять либо вообще
подавлять другие факторы) на четыре иерархических уровня.
Другим критерием разделения оценочных факторов на подгруппы уже в рамках различных иерархических уровней служит
среда происхождения оценочных факторов (человек — товар —
контекст). В статье также рассматривается матрица покупательских намерений, созданная на основе предложенной теоретической модели. В заключение автор описывает ситуации, связанные с оценкой товаров, произведенных в результате международной экономической кооперации в двух и более странах.

Журнал: «Маркетинг и маркетинговые исследования» — №2, 2002 (© Издательский дом Гребенников)
Объем в страницах: 11
Кол-во знаков: около 37,354

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Макиенко Игорь Иванович

Макиенко Игорь Иванович

профессор

DBA, University of Nevada Reno, автор многочисленных научных работ.

г. Рино, США

Сфера научных интересов — психологические реакции потребителей на ценовые факторы, эффективность рекламных кампаний и международный маркетинг .

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