Country Of Origin Effect And Influence On Purchase Intention Of Online Word-of-mouth Research

This thesis is based on some theoretical literature on Country of Origin Effects andInternet word of Mouth, and it constructed a model between origin image and Internetword of Mouth as well as consumer product evaluation and purchased intention, and thenproposed the assumptions. This thesis knows what animation products (comics, animation,animated film, decorations, etc.) college students like through the pre-research and whataspects of animation products (such as picture quality, cartoon characters, storyline, etc.)students focused on when buying them. It measured the college students’ appraisal andpurchased intention through a questionnaire, and analyzed influence of the Origin Effectand Internet word of Mouth to college students through the SPSS software. It also analyzedthe regulatory effect of Internet word of Mouth and consumer personal factors to OriginEffect as adjustment variables.This thesis got the following conclusions after verified the hypothesis:(1) OriginEffect of animation products does exist. Animation products’ evaluation and purchasedintention of different countries are significant different to consumers;(2) Three dimensionsof Origin Image (the level of awareness of college students on origin’s animation industry,stereotype to animation products of origin and involvement of animation products),all haveinfluenced the consumer evaluation and purchase intention, but the degree of impact isdifferent;(3) Internet word of Mouth of animation products has impact on consumers’purchasing intention. The initiative to search for large amounts of information beforebuying animation products has a significant relationship with consumers’ purchasedintention;(4) Internet word of Mouth has impact on Origin Effect of animation products asa intermediate adjustment variable. The higher the receivers’ professional competence ofInternet word of Mouth, the lower the impact of Origin Effect when buying animationproducts. Internet word of Mouth would influence consumers’ decisions when they are inthe purchase of animation products;(5) Monthly consumption level of animation productsand the gender of consumer has a regulatory role to Origin Effect of animation products.