Research On The Influence Of Country-of-Origin Image On Consumer Purchase Intention

Influence on country-of-origin image on consumer behavior has already been paid attention by the academic and industrial communities. Findings by the scholars have confirmed that country-of-origin image will affect the consumer’s purchase intention in the national market. During building country-of-origin image, it has been studied form the researcher’s perspective in the existing research, and how country-of-origin image influences the consumer purchase intention. In fact, country-of-origin image is perceived according to their self-perception, then the consumers consider their purchase intentions based on them. The study on country-of-origin started relatively late in our country, the study on the mechanism and the extent of influence on how country-of-origin image influences the consumers’purchase intention and the extent of influence consumer purchase intention needs to be further.The integration of the global economy does not mean that the globalization of consumption. Consumers are affected by the globalization in the choice of commodities, they also will be affected by the local culture at the same time. Therefore, whether country-of-origin image will influence consumers’evaluation of perceived value and purchase intention furthering in the China’s unique cultural background? If country-of-origin image affects the perceived value and purchase intention, whether it is influenced by the regulating action of the cultural value of Chinese characteristics? By means of the analysis of these problems, they would be reference’s frame on marketing strategy for the enterprises and the government to formulate policies to a certain extent.In order to study the above problems, firstly, the relevant literatures on country-of-origin image, perceived value, purchase intention, cultural values and relevant literatures are overviewed, and the basic elements of this paper and the logical relationship between the various elements are clarified further. Secondly, the concept model has been constructed based on the review of literature in this paper. Country-of-origin image is the independent variable, the perceived value is the intermediate variables, the purchase intention is the dependent variable, and cultural values are the adjusting variables in the concept model. Thirdly, dimensions of research variables are divided based on the definition in the connotation ol’research variables, and the measurement scales are determined. Most sources of the measurement scale come from foreign literature, and are integrated and adjusted, making it more in line with the actual needs. Dimensions of country-of-origin image are divided into political, economic dimensions, product image and consumer image. Perceived value can be divided into three dimensions:functional value, emotional value and social value; cultural values are divided into two dimensions:group consistency and face. Then based on the theory, the hypothesis relationships between variables are proposed. Fourthly, in order to verify the model and hypotheses proposed in this paper, we adopt the empirical research method, collecting first-hand data by questionnaire, and analyzing the sample data by SPSS and AMOS software. Finally, according to the result of analysis, we put forward specific proposals, providing the reference for the enterprise and government decision-making, and put forward the problems and prospects of the research.Automobiles respectively made in Japanese, Germany and Chinese are selected as the research object. These brands have respectively high market share rate in the Chinese market. Under the premise of reliability and validity of the questionnaire, by way of the regression analysis, we draw the following conclusions:Conclusion1:Consumers have different country-of-origin images perception in different countries. German in the mean of country-of-origin image of three dimensions is higher than those of China and Japan. Comparing the mean on country-of-origin image dimensions in China with those of Japanese’, In addition to the first indicators of political stability, the rest of the indexes in China are higher than those of Japanese’. But the mean on the product image and consumer image, Japan is lower than China.Conclusion2:The dimension of the political and economic development level on the country-of-origin image have a significant impact on the function value of the products in the three states. The political and economic development level has effect on impact the emotional value in Germany and China, but has no effect in Japan; The political and economic development level has the negative influence on social value in Japan, has no effect in Germany, while has the maximum effect in China.Conclusion3:The dimension of the product image of country-of-origin image has influence on the function value in Japan and Germany, but has no influence in China; the dimension of the product image has influence on the emotional value in Japan, Germany and China; the dimension of the product image has influence on the social value in Japanese and German, but had no influence in china.Conclusion4:The dimension of the consumer image of country-of-origin image has influence on the function value in Japan, Germany and China, the dimension of the consumer image has influence on the emotional value in Japan and Germany, but has no influence in China; the dimension of the consumer image has influence on the social value in the three countries.Conclusion5:Three dimensions of perceived value are not the same as the degree of influence on purchase intention. In Japan’s case, whether to buy the brand to the consumers is the first to consider the social value; it is the first to consider the emotional value in Germany and Chinese.Conclusion6:It is different that three dimensions of country-of-origin image have influences on the consumers" purchase intention in the different countries. In Japanese, product image is the largest influence on the consumers’ purchase intention; however, the consumer’s image is the largest influence on the consumers’ purchase intention in Germany and China.Conclusion7:The regulating effect on the cultural value between country-of-origin image and perceived value takes effects in China and Germany, and it does not take effects in Japanese.The main innovation points of this paper are as follows:1. Study on country-of-origin image, and perceived value in the past is from the researcher or business perspective. Dimensions of count-of-origin image are attempted to construct, and products provided by the enterprises are evaluated from the consumer perspective.2. The concept model on consumer purchase intentions, including country-of-origin image, perceived value, culture value and so on, is creatively proposed in China’s unique cultural background. Through literature study, deduce and case analysis, based on the consumer perspective, the concept model is constructed, country-of-origin image as variables, perceived value as an intermediate variable, purchase intention as dependent variable, cultural values as control variables. We consider that consumers will be affected on product evaluation by many factors.3. The effects on country-of-origin image on purchase intention are comparatively analyzed in China, Japan and Germany, it has showed that consumers have different image perception in different countries, the different dimensions of country-of-origin image have different degree influence on the perceived value and purchase intention, according to the results of the analysis, the policy suggestions are provided for the government and enterprises.