Impact On The Country Of Origin Image And Brand Image, Awareness Of Consumer Buying Behavior

Due to the sustainingly rising number of the global products and consumers and comparatively low hedges of national boundaries, the enterprise management is gradually globalized. Therefore, to understand the consumers' globalizing purchase behaviors or decision- making has played a crucial role in enterprise marketing. So the factors influencing consumers' purchase behaviors were thorough discussed in this paper with mobile telephone and consumers in Taiwan area separately as product and object for research.The author utilized the cognition of the brand image and country of origin image as the independent variable to investigate factors influencing consumers' purchase behaviors and discussed whether the consumers' ethnocentrism and the degree of product involvement, as the interferential variable, could bring interferential effect when the independent variable influenced responding variable. The results were showed as follows:(1) The country of origin image and the country of manufacture image did influence consumers' purchase behaviors: the better the country of origin image was, the higher consumers' purchase desire was. Whereas the worse the image of that was, the lower the desire for purchasing was.(2) The brand image could also influence the consumers' purchase desire: the better the brand image was, the more strongly the products of that brand impressed consumers, so their purchase desire was comparatively high. Similarly, the bad brand image or nothing for brandimage would give rise to the consumers' utterly ignorance and hence low purchase desire.(3) The degree of product involvement, as one of interferential variable, could partly influence consumers' purchase behaviors while the consumers' ethnocentrism had no interferential effect.Therefore, the results of this paper indicated that, whether or not the country image and the brand image were positive played a crucial role: the better country image could not only enhance its international status, but make products from that country trusted by global consumers, which would help to improve economic commerce.