Research On The Impact Of Country-of-origin On Consumer Response

With the continuous progress of globalization,consumers can access products from all over the world.How to enhance the reputation of the company is desirable by every company.This is because consumers not only pay attention to the quality of the product but also pay attention to the external clues of the product,such as the image of the country-of-origin.Now COO became an important signal of consumer decision making.The products produced by companies with superior origin country images are often better than those produced by companies with inferior origin country images,due to the country-of-origin effect.However,this stereotype will affect fair completion.In recent years,global disaster has continued to erupt;many companies have engaged in disaster aid practice.With the popularity of social media,many companies are also aware of the importance of using social media to disclose information of their CSR activities.Therefore,this study seeks to answer whether companies can moderate the country-of-origin effect by disseminating their disaster aid behavior,and what type of dissemination text can lead to a more positive consumer response.This study adopts the experimental method,establishes intergroup experiments and recruits participants to carry out experiments on the Credamo.Experiment 1mainly explored the impact of disaster aid communication on the country of origin effect.Experiment 2 introduces the Construal Level Theory,which divides the types of information disclosure of disaster aid communication texts into "concrete groups" and "abstract groups".Moreover,concerned that consumers will attribute to such communication activities,then introduces two intermediary variables,"altruistic attribution" and "egoistic attribution" for mediating effect testing.Finally found that the specific communication content can promote altruistic attribution of consumers and thus bring more positive consumer response.The research conclusions of this paper provide managers with effective ways to moderate the effect of country-of-origin from the perspective of disaster aid communication,and guide enterprises to use more specific content when using social media for disaster aid communication.That is,focus on information depicting "specific measures" will promote consumers’ favorable attribution of CSR activities,thereby improving consumers’ purchase intention,bringing better word of mouth and attitude.