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
* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

Ahmed Sadrudin and D'Astous Alain. Cross-national Evaluation of Made-in Concept Using Multiple Cues // European Journal of Marketing, Vol. 27, №7, 1993. Anholt, Simon. The Nation as Brand // Across the Board, Vol. 37, №10, November 2000. Bilkey Warren J. and Erik Nes. Country-of-origin Effects on Product Evaluations // Journal of International Business Studies, Vol. 13, №1, 1982. Brislin Richard. Understanding Cultural Influences on Behavior. — Orlando, 1993. Chao P. The Impact of Country Affiliation on the Credibility of Product Atribute Claims // Journal of Advertising Research, Vol. 29, №2, 1989. Chao P. Partitioning Country-of-origin Effect: Consumer evaluations of a Hybrid Products // Journal of International Business Studies, Vol. 24, №2, 1993. Darling J. R. and Kraft F. B. A Competitive Profile of Products and Associated Marketing Practices of Selected European and Non-European Countries // European Journal of Marketing, Vol. 11, 1977. Ditcher E. The World Consumer // Harvard Business Review, July/August, 1962. Dornoff R. J., Tankersley C. B. and White G. P. Consumers' Perceptions of Imports // Akron Business and Economic Review, Vol. 5, №2, 1974. Engel J., Blackwell R. and Miniard P. Consumer Behavior. — Toronto, 1989. Gaedeke Ralph. Consumer Attitudes Toward Products 'Made in' Developing Countries // Journal of Retailing, Vol. 49, Summer, 1973. Gerstner Eitan. Do higher Prices Signal Higher Quality? // Journal of Marketing Research, Vol. 22, May, 1985. Gilley Bruce. Lure of the West // Far Eastern Economic Review, Vol. 159, 1996. Hampton Gerald M. Perceived Risk in Buying Products Made Abroad by American Firms // Baylor Business Studies, Vol. 113, August, 1977. Han C. M. and Terpstra V. Country-of-ori-gin Effects for Uni-national and Bi-nation-al Products // Journal of International Business Studies, Vol. 19, №2, 1988. Han C. M. Country Image: Halo or Summary Construct? // Journal of Marketing Research, Vol. 26, May, 1989. Herche Joel. Ethnocentric Tendencies, Marketing Strategy and Import Purchase Behavior // International Marketing Review, Vol. 11, №3, 1994. Heslop Louise A.; Papadopoulos, Nicolas and Bourk, Margie An Interregional and Intercultural Perspective on Subcultural Differences in Product Evaluations // Canadian Journal of Administrative Sciences, Vol. 15, №2, June, 1998. Hester Susan and Mary Yuen. The Influence of Country-of-origin on Consumer Attitude and Buying Behavior in the United States and Canada. — Advances in Consumer Research, 1987. Hill C. E. and Stull D. E. Sex Differences in Effects of Social Value Similarity in Same Sex Friendship // Journal of Personality and Social Psychology, Vol. 41, 1981. Hirschman Elizabeth. American Jewish Ethnicity: Its Relationship to Some Selected Aspects of Consumer Behavior // Journal of Marketing, Vol. 45, Summer, 1981. Hugstad Paul S. and Michael Duff. A Study of Country of Manufacturer Impact on Consumer Perceptions. — Developments in Marketing Sciences, 1986. Johansson John K., Susan P. Douglas and Ikujiro Nonaka Assessing the Impact Country-of-origin on Product Evaluations: a New Methodological Perspective // Journal of Marketing Research, Vol. 22, November, 1985. Johansson John K. Determinants and Effects of the Use of 'Made in' Labels // International Marketing Review, 1989. Johansson John K., Ronkainen Ilkka A., Czinkota Michael R. Negative country-of-origin Effects: the Case of the New Russia // Journal of International Business Studies, Vol. 25, №1, Spring, 1994. Kaynak E. and Cavusgil S. T. Consumer Attitudes towards Products of Foreign Origin: Do They Vary Across Product Class? // International Journal of Advertising, №2, 1983. Klein Jill Gabrielle, Ettenson Richard and Morris Marlene D. The Animosity Model of Foreign Product Purchase: An Empirical test in the People's Republic of China // Journal of Marketing, Vol. 62, №1, January, 1998. Lin Li-Wen and Sternquist Brenda. Taiwanese Consumers' Perceptions of Product Information Cues: Country of Origin and Store Prestige // European Journal of Marketing, Vol. 28, №1, 1994. Lumpkin James R. and John C. Crawford. Consumer Perceptions of Developing Countries. — Developments in Marketing Science, 1985. Maheswaran Durairaj. Country-of-origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations // Journal of Consumer Research, Vol. 21, №2, September, 1994. Maronick Thomas J. An Empirical Investigation of Consumer Perceptions of «Made in USA» Claims // International marketing Review, Vol. 12, №3, 1995. Mitchell Vincent W., Greatorex Michael. Consumer Purchasing in Foreign Countries: a Perceived Risk Perspective // International Journal of Advertising, Vol. 9, №4, Fall 190.Niffenegger Philip B. How Imports Rate in Comparison to Domestic Products: A Retailer Study/ — Evolving Marketing Thought for 1980, 1980. Obermiller Carl and Eric R. Spangenberg. Exploring the Effects of Country-of-origin Labels: An Information Processing Framework // Advances in Consumer Research, 1989. Okechuku Chike and Onyemah Vincent. Nigerian Consumer Attitudes Toward Foreign and Domestic Products // Journal of International Business Studies, Vol. 30, №3, Fall 1999. Papadopoulos Nicolas and Heslop Louise. Countries as Brands // Ivey Business Journal, Vol. 65, №2, November, 2000. Parameswaran Ravi and Pisharodi R. Mohan. Facets of Country-of-origin Image: an Empirical Assessment // Journal of Advertising, Vol. 23, №1, March, 1994. Peterson Robert A. and Jolibert Alain J. P. A Meta-analysis of Country-of-origin Effects // Journal of International Business Studies, Vol. 26, №4, Winter, 1995. Roth Martin and Romeo Jean B. Matching Product Category and Country Image Perceptions: a Framework for Managing Country-of-origin Effects // Journal of International Business Studies, Vol. 23, №3, Fall, 1992. Samiee Saeed, Terence Shimp and David Snyder. Consumers' Cognitive Structures for Countries and their Products // Enhancing Knowledge Development in Marketing, American Marketing Association, Summer, 1990. Schooler R. D. Demographic characteristics and product bias // Journal of Marketing Research, Vol. 1, 1971. Schooler R. D. Product Bias in the Central American Common Market // Journal of Marketing Research, Vol. 2,

1965.Shimp T. A. and Sharma S. Consumer Ethnocentrism: Construction and Validation of the CETSCALE // Journal of Marketing Research, Vol. 24, №3, 1987. Sternquist B. and Davis B. Store Status and Country-of-origin as Information Cues: Consumers' Perception of Sweater Price and Quality // Home Economic Research Journal, Vol. 2, 1986. Tse David K. and Gerald J. Gorn. An Experiment on the Salience of Country-of-origin in an Era of Global Brands // Journal of International Marketing, Vol. 1, №1, 1993. Wall M. and Heslop L. A. Consumer Attitudes Toward Canadian Made-in versus Imported products // Journal of the Academy of Marketing Science, Vol. 14, Summer, 1986. Wall M., Heslop L. A. and Hofstra G. Male and Female Viewpointsof Countries as Producers of Consumer Goods // Journal of International Consumer Marketing, Vol. 1, 1988. Wang C. K. The Effect of Foreign Economic, Political and Cultural Environment on Consumers' Willingness to Buy Foreign Products. — Ph.D. Dissertation, Texas A&M University, 1978. Zain Osman M. and Yasin Norjaya M. The Importance of Country-of-origin Information and Perceived Product Quality in Uzbekistan // International Journal of Retail and Distribution Management, Vol. 25, №4-5, Apri-_May, 1997. Consumers Love to 'Buy American as Long as it doesn't Cost Extra // American Marketplace, June 2, 1994. Japan, Germany and U.S. Again Lead in Product Quality Image, Bozell-Gallup Worldwide Poll Finds // PR Newswire, May 23, 1995.

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 .

Другие статьи автора 6