The Influence Of Perceived Brand Foreignness On Consumers’ Brand Choice In The Field Of Electronic Products

With the rapid development of the global economy,many foreign brands and multinational companies have poured into the domestic market,and market competition patterns have also changed dramatically.While facing the challenges of foreign companies,local brands have adopted a strategy to imitate foreign brands and integrate foreign elements,and from this,a series of "foreign cards" were born.The "Formus Card" spreads "from foreign" information to consumers in naming,packaging and advertising,and affects consumers’ perception and behavior.In this context,understand whether consumers’ perception brands generated by "imitation foreign cards" will enable consumers to improve their perception of their product innovation.It is very meaningful.From the theoretical perspective,the academic community currently has less empirical research on perceived brand non-land and perception of product innovation.This study will try to build a new influence path based on this.From a practical perspective,this study will try to verify whether the method of local brands to shape foreign brands can work,so as to provide valuable suggestions for the future management of the enterprise.Based on the above aspects,this article focuses on the Bluetooth headset market to explore the impact of consumers’ perception of the brand’s non-native nature on its brand selection,and introduce consumer innovation as a regulatory variable.This article first reviews the previous documents.According to the results of the predecessors,the perception brand is not the original,the innovative product of the product,the brand selection and the innovation of consumer innovation,and summarize it.In this way Model.This study designed a research questionnaire based on the mature tables of predecessors,introduced virtual brands for scenario design,and conducted pre-testing experiments and formal experiments.After the online data collection was completed,this study received a total of 360 valid questionnaires,and used SPSS and AMOS for descriptive analysis,letter effect analysis,intermediary effects,and regulating effect inspection.The results of the study show that the three dimensions of perception of the three dimensions of perception of the innovation of perception products(the novelty of perception concepts,technical novelty,and relative advantages)have significant positive influence.Among them It has significant positive influence and has a significant intermediary effect on the influence path of the brand’s non-native nature on the brand selection.In addition,the research results also showed that consumers’ innovation played a significant regulatory effect in the positive impact of perception brand non-land sex on the three-dimensional positive impact of perception products.