Country Of Origin And Manufacturer: An Empirical Study Of Phase Separation Effect On Consumer Purchase Intention

In the1960s, Robert D.Schooler confirmed by studying the effect of the presence of the country of origin, he found that consumers will give a very different assessment of the same product from different countries. After that, hundreds of studies have confirmed the country of origin information really has a significant impact on decision-making behavior of consumers when buying foreign goods. However, with the development and deepening of the business of corporate globalization, more and more enterprises start to transfer some or all of the original production to some developing countries for lower cost of production. Studies have shown that in many cases, manufacturing country also has a significant impact on consumer willingness. On the basis of the previous research, this paper try to explore the effect of transferring of manufacture, based on the perspective of product attributes.This paper selected watches as irritant, the foreign consumers of brand watches as the research object, selected product functional attributes and hedonic attributes as independent variables, the changes of consumer purchase intention as independent variables, and consumer product knowledge as adjustment variables.Through empirical analysis, draw the following conclusions:(1)Transfer the manufacture of the foreign brand watches from the original country to other developing countries, consumer willingness to buy dropped significantly;(2) The level of the hedonic properties of the products have a positive impact on the diversion effect, the higher the hedonic properties of the product, the bigger impact on consumer purchase intention;(3)The level of product functional attributes has a negative effect on the diversion effect;(4)The level of consumer product knowledge only has a regulatory role between product functional attributes and the transfer effect.According to the conclusions, some advice to the enterprise management practice are proposed, that is, grasping product attributes and positioning, improving product quality and performance, using marketing strategy to improve consumer product familiarity, strengthening innovation to cultivate differentiation competitive advantage.From the view of content, This article based on product attributes perspective, examined the impact of hedonic attributes and functional properties of products on the changes of purchase intention, and test the regulatory role of the consumer’s product knowledge。...