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Consumer response to state-of-origin labels: the moderating role of residency
Journal of Consumer Marketing Pub Date : 2020-07-23 , DOI: 10.1108/jcm-11-2019-3514
Jae Min Jung , Joseph Jones , Curtis P. Haugtvedt , Somnath Banerjee

Despite the large number of studies on country of origin, little is known about the effects of state-level product origin information on consumer attitudes and purchase intentions. Likewise, little is known about when the state-of-origin (SOO) information enhances, has no effect or has a negative effect on consumer attitudes and purchase intentions. Primarily drawing on the country-of-origin literature, this study aims to examine the influence of SOO label information and the moderating role of state residency.,To test five hypotheses, the authors conducted a survey (Study 1) and an experiment (Study 2). The analyses included content analysis, regression and ANOVA.,The findings show that for certain products, moderate-to-strong product–state associations exist. However, when the associations are weak, consumers show bias for products made in their (vs other) states. The findings also show that when consumers evaluate their state products, normative (vs cognitive) reasons drive their attitudes, but that when they assess products from states other than their state of residency, cognitive (vs normative) reasons drive attitudes. Additionally, economic sustainability seems a powerful motivator for buying products made in their state of residency.,Companies should take advantage of positive biases for their products in the states in which they produce products. However, when companies market their products outside their states of production, in some cases, they should consider deemphasizing SOO information unless there is a strong product–state association present among consumers outside of the state.,This paper adds value by providing new insights for designing product origin labeling programs. Suggestions for future research and marketing strategies for practitioners who want to use SOO as a branding strategy are offered.

中文翻译:

消费者对原产地标签的回应:居住权的调节作用

尽管对原产国进行了大量研究,但对于州级产品原产地信息对消费者态度和购买意愿的影响知之甚少。同样,关于起源状态(SOO)信息何时增强,对消费者的态度和购买意图没有影响或有负面影响的消息鲜为人知。本研究主要借鉴起源国的文献,旨在考察SOO标签信息的影响和国家居住权的调节作用。为了检验五个假设,作者进行了一项调查(研究1)和一项实验(研究2)。分析包括内容分析,回归分析和方差分析。结果表明,对于某些产品,存在中等到强的产品状态关联。但是,当联系薄弱时,消费者对在其(相对于其他)状态下生产的产品表现出偏见。研究结果还表明,当消费者评估他们的州产品时,规范(与认知)原因驱动态度,而当他们评估来自非居住州的州的产品时,认知(与规范)原因驱动态度。此外,经济可持续性似乎是购买在其居住州制造的产品的强大动力。公司应在其生产州使用其产品的正偏见。但是,当公司在生产州以外销售产品时,在某些情况下,除非州外的消费者之间存在强烈的产品与州之间的联系,否则他们应考虑不强调SOO信息。本文通过提供有关设计产品来源标签程序的新见解来增加价值。对于希望使用SOO作为品牌战略的从业人员,提出了有关未来研究和营销策略的建议。
更新日期:2020-07-23
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