The Research Of Region Of Origin Effect For The Influence Of Brand Choice

The thesis firstly conducts literature review of correlation theories about thecountry of origin effects and influence factors and correlation theories about thecustomers’brand choice，and also analyzes the relationship between country of origineffects and influence factors and brand choice behaviors，for the purpose of laying asolid theoretical foundation for the research hypothesis。On the basis of the above literature analysis，the thesis prompts the region oforigin effect existing in domestic China，establishes the research framework andproposes the hypothesis，and then according to the hypothesis，the thesis designs aquestionnaire，conducts a survey and acquire research data。Through the analysis ofthe research data，such as exploratory factor analysis and structural equation analysis，the thesis builds a relational model between the Chinese domestic region of origineffect and the consumers’brand choices，then proving the above proposed researchhypothesis。The paper used SPSS17.0for the reliability analysis、exploratory factors，thenapplied LISREL8.70to conduct a confirmatory factors analysis to verified the fittingdegree，distinction and validity degree。then used LISREL8.70for path analysis toverified the total model structure。The conclusion shows that CDXX has a significant effect on CDRZ and CDRZhas a significant effect on PPXZ too。However，CDXX is not direct influencing PPXZbut through the medial variable CDRZ to take effect on PPXZ。Finally，the paperdiscussed the results，and analyzed the lack of this study。...