The Empirical Study Of The Impact Of Country-of-origin Image On Consumer Purchase Intention

Consumer behavior study has always been the focus of marketing research. With thedevelopment of China’s economy, the role China plays in the global economy is even moreimportant. The market of China has gained much attention of scholars. In this context,researches of Chinese consumers’ behaviors have a highly important meaning.According to the information-processing theory, when consumers tend to purchase, theywill use internal or external cues of products to evaluate them. As a typical and importantproduct external cue, what’s the role of country-of-origin in the consumer purchase behavior?American scholar Schooler(1965) discussed the question that country-of-origin had an effect onconsumers’ evaluation of products, he used Guatemalan college students as respondents, askingthem to evaluate products from4different countries of Central America, the results appearedthat consumers were biased to products from different countries. In the following40years,researches in this field have become matured in western countries and also have got abundantachievements, but most of them are for developed countries, studies of developing countries arerelatively less, either in theory or in practice.This paper tries to explore the relationship between country-of-origin image and purchaseintention in China mobile phone Market, in order to help Chinese enterprises to gain morecompetitive advantages in the global competition. Firstly, summarize the past researches incountry-of-origin, perceived value and purchase intention; Secondly, based on the formerliterature review, we construct the conceptual model of impact of country-of-origin image onconsumer purchase intention and have some hypothesizes; Thirdly, after the questionnairesurvey and data analysis, we get the following conclusions:(1)country-of-origin image andpurchase intention are positively correlated;(2)country-of-origin image and perceived value arepositively correlated;(3)perceived value and purchase intention are positively correlated;(4)perceived value has a mediating impact in the relationship between country-of-origin image andpurchase intention; Finally, we provide some marketing strategies and suggests for Chineseenterprises.