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来源国、消费者敌意与外国进入模式之选择: 一个跨国的研究

【中文摘要】:引自来源国的观点,本研究提出地主国识别与外国识别两个概念来解释,在一个敌意的情境下

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,外国直接投资进入模式与品牌策略对外国子公司产品购买的影响。本研究在两个地主国市场:一个具有高敌意对抗日本 (中国),另一个具有低敌意对抗日本 (台湾),进行三个实验。实验一证实了消费者敌意的负面效应在外国产品购买,在一个跨国的情境下。实验二评估两个地主国消费者的产品购买意愿对五种不同的外国直接投资进入模式(新设、完全收购、收购合资、多数股权新设合资、少数股权新设合资)。实验三更进一步评估两个地主国的消费者对一个共享式新设合资的子公司採取共品牌但不同品牌次序(外国-本国与本国-外国)下的产品购买意愿。实验二与实验三的结果显示在一个高敌意的地主国市场,消费者会偏好产品引进

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是透过一个具有较高地主国识别(低外国识别)的外国直接投资进入模式和品牌策略。然而,在一个低敌意的地主国市场,外国直接投资进入模式与品牌策略对消费者购买意愿没有任何影响。
【英文摘要】:Drawing on the perspective of country of origin (COO), this study proposes the concepts of host identity and foreign identity to explain the effect of foreign direct investment (FDI) entry modes and branding strategies on foreign subsidiary product purchases in an animosity context. Three studies were conducted in two host country markets: one with high animosity (China) and the other with low animosity (Taiwan) toward a target country (Japan). Study 1 verified the negative effect of consumer animosity on foreign product purchases in a cross-country context. Study 2 examined consumer purchase intentions toward products launched through five FDI modes (greenfield, full acquisition, acquisition joint venture [AJV], majority greenfield joint venture [GJV], and minority GJV). Study 3 further examined consumer purchase intentions toward an equal-equity GJV subsidiary adopting a co-brand with different brand orders (

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Foreign-Local [F-L]) and Local-Foreign [L-F]). Results show that in a high-animosity host country, consumers prefer products launched through an entry mode and with a brand having a higher host identity (lower foreign identity). In a low-animosity host country, the FDI entry mode and branding strategy have no effect.
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  • 来源:中山大学;作者:李君玲
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