本科论文摘 要上个世纪经济全球化盛行后，国内外的产品可以被消费者自由选择和选购，因此，国内外学者对消费者如何选择和购买国内外产品进行了研究，并首次提出了消费民族中心主义，但由于它是在西方国情下提出的，我国根据国情提出了民族产品意识，并对此进行了相关研究。本研究将完美日记作为研究对象，提出了假设概念模型就国货意识与消费者购买意愿之间进行研究检验，并引用品牌自身效应和消费者对国货品牌的情感态度作为调节变量，设计了调查问卷，最后利用 SPSS 和 AMOSS 分析调查数据得出研究结果：国货意识对消费者购买国内产品的意愿有显著影响；消费者对国货的情感态度对消费者国货品牌购买意愿有显著影响；品牌自身效用对消费者购买国内产品的意愿有显著影响。关键词：国货意识，购买意愿，国货品牌，情感态度，自身效用本科论文AbstractAfter the prevalence of economic globalization in the last century, domestic and foreign products can be freely chosen and purchased by consumers. Therefore, domestic and foreign scholars have studied how consumers choose and buy domestic and foreign products, and put forward consumer ethnocentrism for the first time, but because it is put forward under the western national conditions, our country puts forward the national product consciousness according to the national conditions, and carries on the related research to this. This study takes the perfect diary as the research object, puts forward the hypothesis concept model to carry on the research test between the domestic goods consciousness and the consumer purchase intention, and uses the brand self-effect and the consumer sentiment attitude to the domestic goods brand as the adjustment variable, designs the questionnaire, finally uses the SPSS and the AMOSS analysis survey data to obtain the research result: the domestic goods consciousness has the significant influence to the consumer purchase domestic product will; the consumer sentiment attitude to the...
