Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective
作者提出了一种新的方法论，用于研究原产国对产品评价的影响。该方法采用多属性态度模型，并通过联立方程组系统进行分析。它不仅能考察原产国的影响，还能同时分析其他属性对评价的作用，并考虑了消费者对产品类别的熟悉度和知识水平。此外，由于以往研究表明不同国籍的消费者对原产国存在刻板印象差异，作者还比较了来自两个不同国家的受访者之间的评价差异。
A new methodological approach for examining the impact of country of origin on product evaluations is proposed. It takes the form of a multiattribute attitudinal model analyzed by means of a system of simultaneous equations. This approach makes possible examination of the impact of other attributes as well as country of origin on evaluations, and takes into consideration the effect of familiarity and knowledge about the product class. Differences between respondents of two different national origins are also investigated because previous research indicates differences in country stereotyping by nationality.