Research On The Purchasing Behavior Differences Between The Products From Different Countries Of Origin With The Same Brand For Chinese Consumers

Since the 1990s, with the further social division of labor and global economic development, most of goods on the international market are "hybrid products". Since then, foreign scholars starting to research effect of the country-of-origin(COO) on the purchasing behavior of consumer from sub dimensions of COO, such as brand country of origin, manufacture country of origin.The results of these research had proved that the Effect of COO is exist. Since entered the WTO from 2001, Chinese consumers buy a certain brand products face a double choose :buy the domestic ones or imported ones. For sports shoes, shirts and other products, brand country of origin different from manufacturing country of origin has little effect on purchase behavior.But for the high-end furniture, cosmetics and other products, consumers are very concerned about the consistency between brand country-of-origin and manufacture country-of-origin.The choice of Chinese consumer means that the effect of COO is different in view of the different types of products. Therefore, this paper attempts to discusses the effect of COO from the perspective of functional products and hedonic products for Chinese consumer. The result of this research provide an important reference for multinational companies to enter the Chinese market and Chinese enterprises to carry out international business.Based on the theory of product category, theory of multiple extrinsic cues, theory of COO and the theory of consumer purchasing behavior, this paper use a variety of analytic methods to research the impact of brand COO, manufacture COO and brand name on consumer purchasing behavior for computer(functional products) and watches(hedonic products). This paper first describes theory of multiple extrinsic cues,theory of COO and the theory of consumer purchasing behavior; on this basis, build a theoretical mode about the impact of extrinsic cues on consumer purchasing behavior and suggest hypotheses; then use the survey data to verify hypotheses. The main conclusion of this paper are :(1)There are significant differences in purchasing behavior for imported products and domestic products, and the effect of manufacture country regulated by product categories. For computer(functional products), theimpact of manufacture COO on the quality of the perception, value perception and purchase intent is not significant; but for watch(hedonic product),the impact of manufacture COO on the quality of the perception, value perception and purchase intent is significant.(2) The quality of the image of brand COO significantly affect consumer purchasing behavior, the effect of brand COO also regulated by product categories. For computer(functional products), a good brand COO can significantly improve consumer value perception, but has little effect on the quality perception and purchase intention; but for watch(hedonic product), a good brand COO can significantly improve consumer perception of product quality, perceived value and purchase intention.(3) Well-known brands will significantly improve the quality of consumer perception, value perception and purchase intent for both computer and watch.This article seeks to innovate in two areas: First, on the basic of considering the characteristics of the product attributes,this paper tries to explore the impact of brand COO, manufacture COO and brand name on consumer purchasing behavior to further enrich and improve the contents of the country-of-origin effect. Secondly, this paper tries to improve the design of the questionnaire. On one hand, this paper tries to use the authentic brand name to simulate a virtual reality environment, on the other hand,use the virtual brand name to make the variable of band COO has maneuverability.