A Comparative Study In The Influence Of Region Of Origin Image On Purchase Will Of Consumers Across Taiwan Straits

Country of Origin Effect was brought up by Schooler for the first time in1965. he conducted a survey of a small country, Guatemala consumers ’evaluation for four Latin American countries’ products, it found that consumers has a certain bias in the evaluation of different national products. Since then, the origin of the image has been hot issues in the field of the global marketing research.The international marketing scholars worldwide, conducted extensive study of origin of the image, which is related to countries and areas in America, Europe, Australia, Asia and Africa. The comparative study of different countries’ image now is increasing gradually, but the research of the image of the origin mainly focus on the developed countries, In the era of globalization, multinational companies are racking their brains to compete global markets, hope to secure every country’s consumers. In this case, the cross-cultural and comparative study in the origin of the image has very important significance.Through the literature retrieval, this article found that some scholars have respectively studied on the mainland and Taiwan with the origin of the image related research, but comparative study in the areas of the image of origin is too little.Through the literature research and group interview method, this article determine the origin of image four dimensions, including political image, economic image, and cultural image and product image. The results of the study show, on the one hand the consumers on both sides are influenced positively by the image of origin; On the other hand, the region of origin consumers on both sides have different sensitive degree for different image dimensions, for mainland consumers’willingness to buy, product image, political image and economic image all affect it, but cultural image did not affect it, for Taiwan consumers’ willingness to buy, cultural image and product image affect, but political image and economic image did not affect it.A cross-strait Economic Cooperation Framework Agreement was signed in2010, which means economic exchanges and cooperation between the mainland and Taiwan has entered a new era. In the future, wide cooperation and competition of both sides will be inevitable. Based on in-depth comparative analysis on the image of origin’s effects on cross-straits consumers’ purchase intention, this study hopes to provide some new ideas for the cross-cultural study on the image of origin, and bring some inspiration and help to cross-cultural management for cross-strait enterprises.