Research On The Influence Of Country-of-Origin Effect On Consumer Purchase Intentions

With expansion of economic globalization and increasing of Mongolia’s brand, the importance of country-of-origin effect has gradually become a heated issue. Influence of country-of-origin effect on consumer purchase intention had already been many scholars confirmed. Based on the consumer perspective, and based on the Mongolia middle-to-high grade leather market, explore the regulation action of product involvement on country-of-origin effect and the influence of country of origin effect on purchase intention. Hereby provide the management and marketing proposal for middle-to-high grade leather native enterprises, in order to effectively improve the competitiveness of domestic brands.The research introduced consumer product involvement concept, selected the three dimensions of country-of-origin effect (political and economic development level, product identity and consumer identity) as entry point, referred to the domestic and foreign research and propose the hypothesis, and constructed the model of product involvement, country-of-origin effect and the purchase intention. Through the in-depth interviews, we selected five countries as the research object, respectively France, Italy, Germany, the United States and Britain. By the pre-survey and questionnaires we collected the data from the customers of age from 25 to 55 in upscale shopping malls in Mongolia. Then we verified the hypothesis and the model by SPSS software. Finally, according to the analysis, put forward the proposals for middle-to-high grade leather production enterprises in Mongolia for their reference. Through the analysis, we draw the following conclusions:1. In the middle-to-high grade leather goods market of Mongolia, there are significant differences in consumers’ evaluation of country-of-origin effect;2. Country-of-origin effect of middle-to-high grade leather brand was positively related to consumer purchase intention. While the country-of-origin effect is bigger, the consumer’s purchase intention is stronger. At the same time, product identity and consumer identity has a significant positive effect on consumer purchase intention;3. Consumer product involvement of Mongolia in the high-end leather goods brand country of origin effect has a moderating effect; as to different product involvement of consumers, the influence degree of country-of-origin effect on purchase intention is different;4. While the product involvement is high, the three dimensions of country-of-origin effect of middle-to-high grade leather brand in Mongolia (political and economic development level, product identity and consumer identity) has significant positive effect on consumer purchase intention. And while the product involvement is low, country-of-origin effect has no significant effect on consumer purchase intention.