Research On Effects Of Country Of Origin Image On Consumer's Purchase Intension

Since 1990s, the economic globalization has become the trend of the development of the global economy. International marketing of multinational corporation and the appearance of global market has increasingly made the country of origin(COO) more complicate. The country of origin has become a key variables that influence the strategic decisions. The Country of Origin Effect has become more unpredictable with the emergence of hybrid product. As a typical hybrid product, cars are not a luxuries for Chinese people with economic growth and sustainable development. Choosing cars as the subject investigated will practically guide the development of Chinese automotive enterprises and Chinese automotive industry.The research set the Country of Origin Effect as the point of penetration, and pick up cars which are typical hybrid product and familiar for consumers, as the subject investigated. Firstly, the article summarizes the recent research of the Country of Origin Effect both home and abroad, and based on the review, five hypothesizes has been set. Secondly, on the basis of many scholars' researches, design the questionnaire, collect the data, and verify hypothesizes. Finally, the strategies of promoting the Country of Origin Image have put forward from three different aspects of government, industry and enterprise, according to the empirical conclusions and the situation of Chinese automotive.The main academic achievements as follows.Firstly, from the empirical perspective, using the factorial analysis method, the article proves that the Country of Origin Effect could been segmented to four segmented Country of Origin Effects, respectively the Brand Country of Origin Effects, the Design Country of Origin Effect, the Key Components Country of Origin Effect and the Assembly Country of Origin Effect.Secondly, from the empirical perspective, using the correlation analysis method, find that there are interactions among four segmented Country of Origin Effects, and the interactions are strong positive correlation. Further, the degree of interaction between two of segmented Country of Origin Effects would be influenced by the other two.Thirdly, the research verifies that not only does the Country of Origin Effect influence the consumer product evaluation, but also the Country of Origin Effect influences the consumer purchase intension. The Country of Origin Effect would affect car sale, either consumer first purchase or repeat purchase.