The Impact Of Country Of Origin Stereotype On Consumer Behavior For Choosing Overseas Study Destination

This research comes from the phenomenon of life and bases on the Theory of BIAS Map(Behaviors from Intergroup Affect and Stereotypes Map) taking Canada and tertiary education as the representative of country and product. And it aims at finding out the relation between country of origin stereotype and consumers’ behavior for the choice of overseas study destination, exploring the influence among consumers’ national identity, country of origin stereotype, country of origin emotion,perceived product quality and the willingness to buy, and finally understanding consumer cognitive, emotion and behavior.Content analysis and emperical research was used to develop this research.Research started by reviewing the content of country of origion,stereotype,country of origion stereotype,national identity,and then designed the questionnaire.Data was collected by using questionnaire. And we use exploratory factor analysis(EFA) and confirmatory factor analysis(CFA) to test the reliability and validity of scales.Structural Equation Modeling(SEM) was used to construct the concept model and path analysis was used to exam the research hypothesis. The results shows that national identity(NI) has a significantly positive impact on consumers’ cognitive of country of origion stereotype warmth(COOSW), NI has a significantly positive impact on consumers’ cognitive of country of origion competence(COOSC), COOSW has a significantly positive impact on consumers’ perceived product quality(PPQ),COOSC has a significantly positive impact on consumers’ PPQ, COOSW has a significantly positive impact on consumers’ willingness to buy(WTB),COOSW has a significantly positive impact on consumers’ country of orgion emotion(COOE),COOE has a significantly negative impact on consumers’ WTB,consumers’ PPQ has a significantly positive impact on consumers’ WTB.According to the results of this research,companies can differentiate consumers based on their degree of national identity and their COOS cognitive level to manage consumers in different ways and to promote precision marketing. Companies can also analyze its advantage of warmth and competence, then make development strategy to build core competence.Companies can influence consumer behavior by understanding their attitude. It shows the limitation of this research at the end of this paper.