在服务业迅速发展的今天，跨国服务越来越普遍。中国企业在大量输出服务时，也会遇到类似于“中国制造”所遭遇的来源国形象问题。在此背景下，本书关注了来源国对服务评价的影响，以及服务特征、消费者特征和环境特征对二者关系的调节作用。

全书分为三大部分：导论、文献综述和理论发展及实验研究。导论为第一章，主要论述本书的研究目的、意义及方法。文献综述和理论发展包括第二章、第三章、第四章，主要分三部分展开论述，对文献进行梳理综述为本书奠定理论基础，利用质性研究进一步明确研究框架，并将研究假设具体化。实验研究包括第五章和第六章，通过五个实验对提出的理论框架进行验证分析，并讨论了研究结论的意义及相关贡献和存在的局限性。

本书的具体结构如下：

第一章，导论。通过分析服务经济发展的现象，结合来源国研究的理论，提出了研究问题：来源国是否会影响到消费者对服务的评价？服务特征、消费者特征和环境特征对二者关系的调节作用是否存在？同时，对本书结构、研究内容和研究方法进行了论述，并梳理了整篇文章的研究脉络。

第二章，文献综述。包括三个方面：一是来源国相关文献，主要分析了与产品来源国相关的基本理论和研究成果；二是服务相关文献，主要讨论了服务与产品的差异，包括定义、特征、质量评价等；三是服务来源国相关文献，主要对过去与本书主题结合非常紧密的文献进行了讨论，包括营销、文化、跨国服务等相关研究；四是消费者知识相关文献，主要对研究模型中涉及的消费者知识构念进行了讨论；五是文化距离相关文献，主要对文化、文化距离相关文献进行了述评。

第三章，质性研究。通过访谈、收集第一手资料，明确具体的研究变量，从而为实证研究打下坚实的基础。

第四章，研究框架与假设提出。通过第二章和第三章进行的文献梳理和质性研究，提出研究框架，并就研究框架进行理论演绎，明确具体的研究假设。

第五章，实验研究。研究主题为来源国对消费者感知的影响，本书选择通过实验对研究假设进行验证。包括五个实验，其中：预实验主要是进行实验情境的测试和选择；实验一主要是验证主效应，即来源国对消费者服务评价的影响，以及服务无形性对主效应的调节作用；实验二主要是验证服务互动性对主效应的调节作用，以及服务两种特征的交互情况；实验三主要是验证消费者知识对主效应的调节作用；实验四主要是验证文化距离对主效应的调节作用。从实验结果来看，数据支持了研究假设，即主效应显著，服务特征、消费者特征和环境特征对主效应也存在调节作用。

第六章，研究结论与展望。主要包括三个方面的内容：一是分析研究结果，讨论研究的局限性；二是指出研究的理论贡献与实践贡献；三是明确未来研究方向。

本书以产品来源国、服务等相关文献为基础，明确了来源国对服务评价影响主效应的存在，并从服务特征、消费者特征和环境特征三方面探讨了对主效应的调节作用。将来源国效应的研究拓展到服务领域，探讨了在跨国服务中的消费者感知变化，并揭示了来源国对服务影响的部分机制，对来源国和服务领域研究的发展具有一定的启示作用。同时，本书也对企业操作给出了相关建议。服务企业在实施跨国经营战略时，应注意到来源国的影响，而服务特征、消费者特征和环境特征的调节作用有助于部分服务企业更好地选择目的国，并细分市场。

Abstract

With the rapid development of service industry,cross-border service is increasingly common.Chinese companies export large amounts of services,but also face a similar impression that the problem encountered by the country of origin“Made in China”.In this context,this book focuses on the impact of the country of origin on service evaluation,and the moderating effects of service characteristics and consumer characteristics on this relationship.

This book is divided into three parts: introduction,theoretical development and experimental studies.Introduction is Chapter 1 which discusses the article purpose,meaning,method.The theoretical developments include 2,3,4 chapters,which expand the literature of theoretical basis and using qualitative research to explore and clear research framework.The experimental studies include Chapters 5 and 6 which,through five experiments,validate the proposed theoretical framework and discuss the significance of the research results and related contributions and limitations.

Chapter 1,through describing the phenomenon of the service economy,combined with the country of origin of the theory,is given the research questions.Whether the country of origin will affect the evaluation of consumer services and whether the moderating effects of service characteristics and consumer characteristics on the relationship between the two exist were discussed.And paper structure,research methods are discussed.

Chapter 2 is literature review dividing into three aspects.As the basic theories,first is the literature the impact of the country of origin on products evaluation.Second point is service literature discussing the differences of definitions,characteristics,quality between services and products.Three is the literature of country of services origin,which is very closely combination with the theme of this study,including marketing,culture and other related research.

Chapter 3 is qualitative research,mainly through interviews,to collect first-hand information,clear and specific research variables,laying the foundation for empirical research.

Chapter 4 is the research model and the assumptions proposed by the first two chapters' literature searching,and qualitative research.The research model and research hypotheses are clearly and specifically interpretive.

Chapter 5 is experimental research.Research topic for the country of origin on consumer perception,have chosen to verify the research hypotheses by experiment.Consists of five experiments,testing and selection of the experimental scenario in which the pre-experiment;experiment verify that the main effect of country of origin on consumer evaluation,as well as intangible services on the moderating role of the main effects;Experiment 2 validation service interaction on the regulatory role of the main effects,as well as the interaction of the two kinds of characteristics of the service;Experiment 3 verify consumer knowledge on the moderating role of the main effects;Experiment 4 verify the cultural distance on the moderating role of the main effects.From the experimental results,the data support the hypothesis.There is a significant main effect,and the service characteristics and consumer characteristics moderated the main effect.

Chapter 6 is conclusions and discussion which analyze the findings,discuss research limitations point out that the contributions to the theory and practice contribution and identify future research directions.

The book,based on related literature of product country of origin and service,confirmed the effect of country of origin on service evaluation and service characteristics and consumer characteristics moderating the main effects.This book expands the study of the country of origin to the service areas,and reveals the mechanism of the impact of country of origin on the service;explore the understanding of consumer perception changes in the cross-border services.The main effect will make enterprises conducting cross-border services,should be noted that the impact of country of origin,and the moderating effects contribute to the enterprise of some service sectors to better select the destination country,and market segments.