中文摘要：

提出“进口水平”的概念，并探讨进口水平高低如何影响消费者对进口产品质量和形象的感知。结果发现，我国消费者购买进口产品既受进口产品“感知质量”影响，也受“感知形象”影响，但后者影响比前者大。此外，随进口水平的下降，消费者对进口产品的品质感知会下降，但这种下降只出现在高端产品领域；进口水平下降或“国产”成分增加，会负面影响进口产品的形象，这种负面影响并不因为产品档次的高低而存在不同。

英文摘要：

Based on the concept of ＂import level＂, this paper explores how Chinese consumers e- valuate imported products. Specifically, it investigate how ＂imported level＂ affects consumers＇ per- ceptions of quality and image of imported products, and how consumers＇ purchase intentions of im- ported products are affected by perceived quality and perceived image. The results show that both per- ceived quality and perceived image affect consumers＇ purchase intentions while the later has larger in- fluence than the former. Further, we found that the lower ＂import level＂ leads to lower perceived quality, and this is valid only for high-end products. In contrast, lower ＂import level＂ leads to less fa- vorable product image, and this is valid for both low-end and high-end products.