原产地因素对购买意愿的研究——基于X世代及Y世代比较分析

原产地因素对购买意愿的研究——基于X世代及Y世代比较分析摘要随着全球化的深入发展，原产地因素逐渐成为影响消费者购买意愿的重要因素。本文以X世代和Y世代为研究对象，通过对两代人的比较分析，探讨了原产地因

——XY 原产地因素对购买意愿的研究基于世代及世 代比较分析 摘要 随着全球化的深入发展，原产地因素逐渐成为影响消费者购买意愿 XY 的重要因素。本文以世代和世代为研究对象，通过对两代人的比较 分析，探讨了原产地因素对购买意愿的影响，发现原产地因素在两代人 X 中的作用存在差异。在世代中，消费者对产品的质量、品牌声誉等因 Y 素比较看重；而在世代中，消费者更加重视创新、环保、文化等方面 的原产地因素。本文认为原产地因素不仅仅是产品的制造地，它还包含 了产品所处的社会文化背景、企业形象等多个方面。对企业而言，了解 消费者对原产地因素的需求和期待，制定针对不同世代的营销策略，将 有助于提升产品的竞争力和市场份额。 XY 关键词：原产地因素；购买意愿；世代；世代 Abstract With the deepening of globalization, the origin factor gradually becomes an important factor affecting consumers' purchase willingness. This article takes Xgeneration and Ygeneration as the research object, through the comparative analysis of the two generations, explores the impact of the origin factor on purchase willingness, and finds that the role of the origin factor in the two generations is different. In X generation, consumers attach importance to factors such as product quality and brand reputation, while in Ygeneration, consumers attach more importance to innovative, environmental protection, cultural and other aspects of the origin factor. This article believes that the origin factor is not only the place where the product is produced, but also includes the social and cultural background and corporate image in which the product is located. For enterprises, understanding the demands and expectations of consumers for the origin factor, and developing marketing strategies for different generations will help improve the competitiveness and market share of products. Keywords: origin factor; purchase willingness; Xgeneration; Y generation