National Stereotype Empirical Study Of Consumer Product Evaluation

Products' country of origin (COO) has an important impact on the consumer product evaluation, and such impact was called the effect of country of origin. Stereotype content model (SCM) further discussed the effect of COO, and it decomposed stereotype of COO into two dimensions: recognized competent and recognized warm. This paper introduces the model to study the relationship between different country's stereotype and the consumers' product evaluation.First, this paper reviewed the relevant literature about the national stereotype, and the product evaluation based on COO. Then, on the basis of SCM, this dissertation subdivided product type into technical and non-technical two categories, and constructed a study model with the consumers' familiarity extent and involvement degree as covariates, consumers' features as a control variable, and tested the influence that stereotype of COO of the products impact on the consumers' products evaluation by an Empirical Study.The results show that the stereotype of the COO has positive impact on consumers' product evaluation. Among them, the COO's competent impression has more important effect on the technical products evaluation than warm impression does. And warm impression has more important effect on the non-technical products evaluation than competent impression does. The high degree of consumers' familiarity and involvement of the products will weaken the influence that the stereotype of COO impact on products evaluation. However, stereotype's impact on their products evaluation are also different while consumers with different gender and age.Based on the conclusion this dissertation proposed some management recommendations that related to issues on the country's image marketing and corporations' transnational marketing, such as technical products' image of COO should be emphasized economic development, scientific and technological progress, and as far as non-technical products concerned, the image of COO should be highlighted people's enthusiasm and smart.