来源国效应研究述评

来源国效应相关理论在国际市场营销和国际化战略领域占据重要地位，国外相关研究由来已久，研究内容也已形成理论族群，但该领域的研究仍然存在相关概念的模糊和理论框架的缺失；针对来源国效应的检验由于样本差异、控制变量差异等因素的存在，相关结论尚无法形成体系化理论支撑。尤其是针对发展中国家逆向拓展发达国家市场时的来源国效应研究相对匮乏，一些调节变量的影响机理仍有待揭示。国内学者最近几年才开始关注来源国效应，主要聚焦于不同属性产品的来源国效应检验。文章回顾了来源国效应的相关概念演变，梳理了来源国效应的三种理论基础，总结了发展中国家企业进入发达国家的品牌战略，整合了研究内容的理论框架，概括了该领域常用的研究方法，并在此基础上指明了未来研究方向。文章作为一篇理论综述，希望通过文献梳理和分析，厘清研究主干和研究分支，为后续研究提供基础和参考，克服“只见树木、不见森林”的弊端。

A Literature Review on the Country-of-origin Effect Research

Country-of-origin (COO) effect is an important topic in the international marketing and internationalization strategy research. Though having been studied for more than half century and formed different research clusters, COO theory is still in the lack of conceptual unification and solid theoretical framework, and some aspects of research are still weak, especially the COO effects for enterprises originated from emerging countries entering the developed market. This paper reviews and classifies the source of the COO theory basis, summarizes the brand strategy of enterprises from the developing countries entering developed countries, constructs a theory framework of integrated research content, and points out the direction for future research based on the reviews.