消费者购买决策的社会产品属性的重要性：一个多国家的比较研究

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消费者购买决策的社会产品属性的重要性：一个多国家的比较研究
The importance of social product attributes in consumer purchasing decisions: A multi-country comparative study

International Business Review, Volume 19, Issue 2, April 2010, Pages 140-159
Pat Auger, Timothy M. Devinney, Jordan J. Louviere, Paul F. Burke
ABSTRACT：
This paper examines the role that social attributes—environmental and labour conditions—play in product choice across a range of developed and emerging economies. We use a multi-attribute design to force consumers to not only trade-off social attributes with tangible attributes but also make trade-offs with other intangible attributes, namely brand and country of origin. Our results show that: (1) social attributes are generally more influential in developed than in emerging economies, (2) the importance of social attributes holds across high and low involvement products, and (3) social attributes can influence product choice even when other intangible attributes are included in the design. We believe that our results offer a more accurate picture of the role of social attributes since they are based on a multi-cue, multi-product design that forced consumers to make trade offs between tangible and intangible attributes.
摘要：
本文论证了社会属性的两个变量——环境与劳动条件——在发达国 家和发展中 国 家之间进行产品选择所起的作用。我们用一个多属性设计迫使消费者不仅要平衡社会属性与有形资产，也要使消费者平衡社会属性与无形资产，如品牌、产地等。我们的研究结果显示:(1)社会属性通常在发达国 家比发展中 国 家更有影响力;(2)社会属性的重要性横跨了高、低产品；(3)社会属性会影响产品的选择,即使产品设计里包含了其他无形属性。我们相信,我们的研究结果提供一个关于社会属性作用的更精确的画面,因为这些社会属性以多思想、多产品设计为基础,从而使得消费者权衡产品的有形属性和无形属性。
Keywords:
Brand evaluation
Choice modelling
Country of origin
Environmentalism
Labour issues
Social product attributes

关键词：
品牌评估；选择模型；原产国家；环境主义（环境保护论）；劳工问题；社会产品属性；

Article Outline
1. Introduction
2. Theoretical development and hypotheses
2.1. Information procession and cue evaluation theory
2.2. Social product attributes
2.3. Brand
2.4. Country-of-origin
2.5. Methods and sample
2.5.1. Countries
2.5.2. Participant sample
2.5.3. Modelling and pretesting
2.5.4. Product categories
2.5.5. The experiment
3. Results
3.1. Hypothesis testing
4. Knowledge of most recent purchases
5. Discussion and conclusions
Acknowledgements
Appendix A. Correlations of the Covariates (country-mean centred where indicated)
References

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关键词：比较研究 购买决策 重要性 消费者 国家的 决策 消费者 比较研究 重要性 属性