中文摘要：

在近期有关原产地的国际研究中，一些学者认为消费者不清楚产品或品牌的原产地，甚至有人认为全世界都如此。针对此提出质疑，在中国以电视机为产品对象进行了品牌原产地识别准确度（BORA）的测量，并提出了一个新的影响品牌原产地识别准确度的因素一一购买经验。因此得出以下结论：中国城市消费者对高介入度产品的品牌原产地识别准确度（BORA高）比较高，BORA高与教育程度呈正相关；男性消费者的BORA高比女性消费者更高；消费者的民族中心主义观念与其外国品牌的BORA高呈负相关；消费者的购买经历与其中国品牌的BORA高呈正相关关系；消费者的国际经历与其中国品牌的BORA高不相关；消费者的受教育程度及经济收入分别与其国际经历呈正相关关系，而消费者的年龄与其国际经历呈负相关关系。本研究结论对于国际营销学者关于全世界消费者都不清楚品牌原产地的观点提出质疑，建立了一个消费者对于BORA高的认知模型。

英文摘要：

In recent research on country of origin, some scholars believe that consumers are not clear about product or brand origins. Taking TV brands in China as study object, this paper questions the assumption, and builds a new conceptual model of Brand Origin Recognition Accuracy（BORA） through incorporating a new factor purchase experience. Additionally the paper reveals that： Chinese urban consumers have higher BORA on high involvement products BORAH~ ; BORAHHI is positively correlated with the consumers＇ education level; male consumers have significantly higher BORAm than females; BORAm on foreign brands is negatively correlated with their Ethnocentric Tendencies; consumers＇ purchaseexperience is positively correlated with BORAm on local brands; BORAm on local brands is not significantly affected by consumers＇ international experience; consumers ＇ educational and income levels are respectively positively correlated with their international experience; and their age is negatively correlated with their international experience