国家形象战略的有效性:国家形象如何影响“中国制造”的态度评价?——基于英美消费者的角度

摘要 从西方发达国家消费者的角度分析中国国家形象对"中国制造"的影响机制是探究中国企业产品和品牌如何走向全球的重要课题。研究一以英国市场为测试样本，分析结果表明宏观技术形象和宏观经济形象均能通过微观国家形象正向促进外国消费者对"中国制造"的评价和购买意愿，而宏观政治形象不能产生显著影响。研究二以美国市场为测试样本，进一步证实了宏观国家形象通过微观国家形象进而影响外国消费者的行为意向，但限于宏观技术形象和宏观经济形象。同时，在研究二中进一步分析了国家认同和价值意识的调节效应，结果表明外国消费者的国家认同会负向调节微观国家形象对"中国制造"的评价和购买意愿，而价值意识会正向调节"中国制造"评价对购买意愿的影响效应。上述结论从新的角度解释了国家形象对"中国制造"的影响机制，蕴涵了重要的管理含义。
Abstract： A clear understanding of the mechanism of how China's national image influences behavioral intention towards "Made in China" from the perspective of western developed countries is an important research topic for the internationalization of Chinese enterprise products and brands. Study I takes British consumers as test samples and the results show that through micro country image both macro economic and technological images can positively influence the attitude towards "Made in China" and purchase intention. However, the macro political image can't take effect. Study Ⅱ takes American consumers as test samples and reconfirms the findings of study I. In addition, study Ⅱ further analyzes the moderating effects exerted by national identity and value consciousness. Empirical results show that national identity negatively moderates the effect of micro country image on the attitude towards "Made in China" and purchase intention, while value consciousness functions positively. These findings explain the influence mechanism of country image on "Made in China" and the management implications as well from a new perspective.