A Study On The Behavior Willingness Of Chinese Consumers To "Fake Japanese" Brands From The Perspective Of Country Of Origin

In recent years,"fake Japanese" domestic brands have emerged one after another in China’s consumer market.A series of brands,such as Chi Forest,MINISO,and NAIXUE,have adopted the "fake Japanese" strategy to successfully open the market.However,these brands have recently been attacked by public opinion because of their strategy,and brands have taken measures to abandon this strategy.At the same time,this is also related to the rise of domestic products and the change of Chinese consumer interest.At present,the industry mainly discusses it as a "marketing strategy",but this issue is closely related to the current domestic consumption ecology,the development of Chinese brands,and the improvement of China’s comprehensive strength.To sum up,this paper attempts to explore whether the "fake Japanese" brand strategy is effective in the current consumption environment based on the "country of origin effect" as a cut.Mainly through the analysis of the direct impact of the "fake Japanese" brand on consumer behavior will through the country of origin effect and the indirect impact through perceived value.The main tasks completed in this paper includes:(1)Summarize and summarize the literature on the country of origin effect,perceived value and behavioral willingness,and propose three firstlevel variables in this paper: the country of origin effect(independent variable),consumer behavioral willingness(dependent variable),and perceived value(independent variable,intermediary variable).(2)Learned about the current consumer’s purchase decision-making process for the "fake Japanese" brand through interviews,and added two moderating variables,consumer perception of country and product durability,and put forward the research model of this study on this basis.(3)Put forward the research hypothesis of this study,and design the scale of this study according to the existing mature scale and qualitative research basis.321 questionnaires were effectively collected through the "Questionnaire Star" website.(4)After analyzing the reliability and validity of the collected data,the empirical test was carried out,including the direct impact of the effect of the country of origin on the behavioral willingness;The country of origin effect regulates consumers’ perceived country and product durability through the indirect impact of perceived value on consumers’ behavioral willingness,and puts forward some thoughts on research issues based on the empirical results.The empirical results show that:(1)the country of origin effect still exists among Chinese consumers,and the country of origin of products is still an important factor of their concern.(2)The country of origin effect not only directly affects consumers’ behavioral will,but also indirectly affects consumers’ perceived value,and its impact is greater than the former.(3)Consumer perception of the country significantly regulates the relationship between the country of origin effect and the willingness to act.Consumer perception of the brand coming from Japan has a greater impact on the willingness to act than perception of the brand coming from China.(4)Product durability significantly regulates the relationship between the country of origin effect and behavioral willingness.Product durability is higher,and the country of origin effect has a greater impact on behavioral willingness.