The Impact Of Chinese Consumer Goods Firms’ Overseas Direct Investment To Domestic Consumers’ Cognition And Purchase Willingness

The Overseas Direct Investment means local Chinese companies control part ofthe property of others overseas enterprises, directly participate in the operation andmanagement of the overseas enterprises, then export capital and gain profit. In recentyears, the emerging economies’ overseas direct investment is growing rapidly,especially in China. Chinese consumer goods enterprises ’overseas direct investmentnot only brings direct economic benefits to the enterprises in the traditional sense, butalso has a positive impact on the enterprises’ domestic consumer market. There is ahuge hidden value.The starting point of this study was the domestic consumers’ cognition onChinese enterprises which have overseas direct investment, and whether Chineseconsumer goods firms’ overseas direct investment can affect domestic consumers’purchase willingness. This paper presented the hypothesis, established a researchmodel. This paper used survey questionnaire to empirically research the domesticconsumers’ cognition, starting points were the sense of national pride of domesticconsumers, technological capabilities of enterprises, credit level of enterprises, capitalstrength of enterprises. This paper used simulation experiments to empiricallyresearch the domestic consumers’ purchase willingness, and at the same timeresearched whether the destination of overseas direct investment can affect domesticconsumers’ purchase willingness. This paper used several data processing method, such as statistical description,hypothesis testing, Pearson correlation analysis, multiple regression analysis. Dataprocessing results displayed all the research hypotheses were verified. Chineseconsumer goods firms’ overseas direct investment has positive significance on bothdomestic consumers’ cognition and purchase willingness. And overseas directinvestment in developed countries has greater influence than that in developingcountry. This paper also put forward corresponding suggestions based on aboveanalysis.