The Impact Of Nation Brand Image On Consumer Purchase Intention

Currently,in the era of world culture integration and economic globalization,with the advancement of internationalization,the international situation is complicated and diverse,and competition in the international market is heating up.The country has already stood on the world stage as the main body of activities.In order to attract investment,export,tourism and other resources,countries have gradually begun to attach importance to the improvement of national soft power in order to seek better development,with a view to strengthening the country's overall national strength and the importance of national brands.It is also becoming increasingly prominent.In the past 40 years of reform and opening up,China has undergone tremendous changes.Under the background of economic globalization,the construction of Chinese national brands has entered a new stage.Since China's accession to the WTO,Chinese companies have stepped out of the country and opened a new chapter in global operations.China has ushered in the challenge of building global brands and participating in international market competition."Made in China 2025" puts forward the goal of giving full play to the brand and transforming China from "manufacturing power" to "manufacturing power";as a strong support for corporate transnational operations,national brand has become a strategic resource in fierce competition.From the perspective of international market competition,this study studies the impact of national brands on consumers' willingness to purchase based on the Chinese situation,and explores the intermediary role of trust and the role of product involvement,and studies a comprehensive impact mechanism.The overall context of this study is to first put forward the basic hypothesis of the research by combing the relevant literature and theoretical basis,and sort out the hypothetical relationship between the various factors involved;then construct the structural equation model of the study and further pass The empirical analysis verifies the research model;finally,the research conclusion is drawn based on the empirical analysis results.Specifically,this study takes China as the research object and explores its impact on consumers' willingness to purchase based on the relevant research foundation of national brands.From the perspective of trust management,we pay attention to the relationship between national brand and trust,trust and consumers' willingness to purchase.Meanwhile,based on the different product involvement,the impact of national brands on consumers' willingness to purchase is examined.The study collected data by questionnaire method and interview method,and completed data processing using SPSS 20.0 and AMOS 21.0,and obtained the research conclusion.The conclusions of this study indicate that: from the context of China,(1)national brands have a significant positive impact on consumers' willingness to purchase;(2)national brands have a significant positive impact on trust,and trust consumers' willingness to purchase There is a significant positive impact,that is,trust has a mediating effect on the influence mechanism of national brands on consumers' willingness to purchase;(3)product involvement has a reverse adjustment effect in the mechanism of influence of national brands on consumers' willingness to purchase.The above conclusions provide new ideas for Chinese brands to gain consumers' favor in the international market.The innovations of this research are mainly reflected in:(1)combining the four factors of nation branding,trust,product involvement and consumer purchase intention,the study comprehensively explored the influencing mechanism of nation branding on consumer purchase intention;(2)based on existing researches to reason and propose hypothesis,the study verified the significant positive influence of nation branding on trust;(3)further,the study found the intermediary role of trust in the influencing mechanism;(4)the study comprehensively took the influence that may have in product itself into consideration,and found the adjustment effect of product involvement in the influencing mechanism.