The Influence Of The Image Of Brands' Country Of Origin On The Purchase Tendency:Use Of Conformity Mentality

With the development of Internet,explosive innovation of IT,the world entered the era of economic integration.When you not well informed about the product,the importance of country of origin image is comes to the fore.The influence of a consumers purchase intension based on country of origin already have been confirmed by research of many scholars.This paper,based on the existing research and consumers point of view,according to the survey of foreign resident in Shanghai about the mobile phone brands of three countries as China,USA and Korea to explore the impact of influence of a consumer purchase intension based on country of origin as well as on the conforming mentality.Thereby to provide effective management advices in order to improve competitiveness of international enterprises.This study takes three main dimensions of country of origin effect(level of political and economic development,product image and consumer image),sort out existing literature,refer existing research to propose hypothesis,and takes the conforming mentality as a moderating variable,and build the model of the country of origin effect.Through in-depth interviews with foreign permanent residents in Shanghai and taking into account statistical data,chose Chinese,American and Korean mobile phone brands which have representative feature of these three countries.The data about the country of origin image,purchase intention and confirming mentality have been collected through questionnaire by surveying foreign permanent residents in Shanghai.Through SPSS program verified hypothesis of the model.Finally,according to the empirical results,give an advice to the international companies which is planning to explore the international market,moreover bring forward limitation of the article and future prospects.Through the research and analysis of this paper,obtain main following conclusions:(1)There is a significant difference in the consumers' evaluation on the country of origin effect in the research of purchasing the mobile phone by foreign residents,whereas country of origin effect certainly exists.(2)In the study of purchase behavior of foreign residents,the country of origin image has a significant positive impact on purchasing intention of consumers.Among them,the product image has the greatest impact,followed by the consumer image.The impact of political and economic development level is instable.(3)Conforming mentality has a modulating effect on country of origin image,but not all three dimensions of it play a regulatory role,where the informative influence on the country of origin effect of three countries has the equal influence.Then,not all 3 dimensions on country of origin image has an impact.(4)In the study of purchase behavior of mobile phones by foreign residents,conforming mentality strengthen the origin country effect of Chinese mobile phone brands,and weaken the origin country effect of other countries'mobile phone brands.