Research On The Affection Of Origin And Its Influence On Brand Experience

With the diversification of world trade and the continuous development of multinational companies,consumers have gradually blurred their understanding of the origin of goods,and consumer preferences have changed from a single purchase demand to a complicated personal experience.And the brands of origin occupy a great market with their own value and immeasurable intangible assets in the future.This is both an opportunity and a challenge for companies and the country.Based on the concept of brand preference,this research developed the concept and measurement scale of origin preference.The test results have good reliability and validity.This article defines "origin preference" as consumers’ holding of consumer product brand origin country Some are very positive and positive perceptions and emotions.The study found that the love of origin contains two dimensions: "passion of origin" and "trust of origin".Secondly,this research also explores the influence of origin preference on brand experience,and empirically supports the hypothesis of origin preference on various dimensions of brand experience.In addition,we found that gender has a significant moderating effect between origin preference and brand experience.Among them,gender plays a positive regulating role in the influence relationship between passion of origin and thinking experience and emotional experience respectively;gender plays a negative regulating role in the influence relationship between passion of origin and action experience,sensory experience and related experience;The moderating effects between the trust of origin and brand experience are positive.Finally,based on the research conclusions,this article proposes corresponding management strategies and future research directions.