Effects Of Brand-Originating Countries On A Consumer's Product Evaluation And Purchase Intension

Present-day society, with the great wealth of material life, most of the product supply exceeds demand, the difference between products with the production and technological progress are getting smaller and smaller, in such circumstances, enterprises should survival, relying solely on the product itself is not enough competition, the competition among enterprises in modern society has evolved into the competition between brands. Origin of the brand image is an integral part of the mind of a consumer brand perceptions and attitudes, which directly affect the purchasing behavior of consumers. Therefore, the recent years, the origin of the brand image is increasingly becoming a hot issue,Practice community and the theorists are right brand image composition and influencing factors of a number of such issues. Factors affecting the brand image in marketing a new concept in a country of origin image, is causing everyone's attention.In the image of origin study, scholars found that the image of origin would not only affect the attitude of the brand among consumers, but also have an impact on consumer buying behavior. However, because of "the image of a country of origin introduced the concept of China's long, no one has the image of origin will affect the purchase intention of Chinese consumers, for example has done quantitative research; and consumer locations of the different views of their brand there will be very different. So, for Chinese consumers, the origin of the image will influence consumer purchase intention, is this a problem to be solved. In addition, some scholars have pointed out that the origin of the image will be by influencing the consumers about the product beliefs to influence the minds of consumers to the brand image, but these are affected belief in the end what is so far no research on this issue do in-depth study, so this is another problem to solve is the origin of the image in the end through the eyes of what kind of influence consumer beliefs to influence the minds of consumers of brand image.In order to study the above problems, this paper first studies to use some of the core of the concept of the definition, and then study the origin of the elastic model of the image and brand image study in the Bell model-based research model was constructed of this article summarizes the the image of a country of origin influence on consumer purchase intention intermediary variables, namely, product reviews, in order to build an image of the country of origin influence on the purchase intentions path model, and based on literature and the model proposed in this paper put forward the hypothesis of this research . In order to model and assumptions presented in this paper to verify, this paper adopts the method of empirical research, using questionnaire survey methods to collect first-hand data on the data collected for statistical tests to ensure the scientific nature of the questionnaire and data. And through statistical software SPSSl6.0 to the adoption of the test data analysis to validate the proposed model and assumptions are correct. Finally, the conclusions based on the analysis of this practical level of business in some suggestions. .Through analysis of the data, this paper reached the following conclusions:(1) For Chinese consumers, the origin of the image will produce a positive effect on consumer purchase intention.(2) The origin of the image of an impact on product evaluation as an intermediary, but the effect is not significant.Based on these findings, this article from the origin point of the image of the enterprise on how to shape and improve their own brand image put forward some suggestions. Innovations of this article is that research and empirical studies using standardized method of combining, with college students as a sample to verify the origin of the image of the brand image of the impact. Through theoretical analysis found the image of origin effects on consumer purchase intention intermediary factors, to build the image of origin effects on consumer purchase intention path model, and through statistical analysis proved that the model, enrich the existing research.