原产地效应对消费者评价的影响 - 上海与沈阳的原产地效益比较

A Study on the Region of Origin Effect of Chinese Consumers -Comparison of Shanghai and Shenyang

  The purpose of this study is to validate the Region of Origin(ROO) Effect differently from the Country of Origin(COO) Effect in Chinese consumer market. The Region of Origin(ROO) Effect is defined as the consumers evaluate the products differently where the products is produced regionally. The empirical studies has been conducted to survey the Chinese consumers in Beijing to evaluate the desk-top computers of Samsung and Legend brand in Shanghai and Shenyang.Interestingly, we find the ROO Effect shows strongly.   This results implies that Chinese consumers could be investigated with the country specific variables such as ROO to develop the entry strategy and the marketing strategy.