The Study Of Country Of Origin Image Impacting On Consumers’ Product Evaluations

With the development of economic globalization, consumer often face a broad range ofdomestic products and foreign products. Especially under the background of oversupply,country of origin image as an important external clue impacts on consumers’ productevaluations. The study of country of origin image in our country at present is still in thepreliminary stage. So studying the relationship between the country of origin image andconsumers’ product evaluations will have theoretical and practical significance.This paper reviewed theoretical literature on country of origin image, consumers’product evaluations and consumer involvement, analyzed the corresponding identification,classification, and comb for each branch of theory and research results. In this paper, thecountry of origin image is seen as the independent variable of product evaluations, andcountry of origin image can be divided into two dimensions measurement including overallnational image and overall product image. At the same time, this article also expanded theidea of previous scholars, and the model took consumer product involvement degree asregulating variable, exploring whether it has a regulatory role or not for country of originimage effect.The research took leather shoes as example, chose the Italy, Hong Kong and Chinesemainland as different country of origin, checked samples of Shijiazhuang urban residents, inorder to get firsthand information when consumers faced with complex information on how toevaluate the product. Sample application characteristics analysis, descriptive analysis,reliability analysis, validity analysis, variance analysis, regression analysis and regulationanalysis and mathematical statistics method are used, and the aid of computer softwareSPSS16.0was carried out on the collected data. Model test results show that the country oforigin image have significant positive influence on consumer’ product evaluations; Theoverall national image and the overall product image have significant positive influence onconsumers’ product evaluations; Consumer product involvement degree have a obviousinfluence in overall national image and overall product image on consumers’ productevaluations.Finally, we can get the revelations on the basis of analysis conclusion of this article, andpropose corresponding suggestions for the government and the enterprise marketing practiceon the national marketing and big marketing theory background. At last the paper put forwardthe deficiencies and future research prospects.