A Study On The Influence Of Cross-Cultural Adaptation On Regional Image And Purchase Intention In Ethnic Minority Areas

With the pace of the world into the second half of the twentieth Century,the deepening and expansion of the process of globalization,in this context,accompanied by an increase in people across the region and number of multinational exchanges,the cross cultural adaptation of the theme of western scholars into the field of vision,the scholars interest on the study of cross cultural adaptation,they this close and systematic exploration and research.The resulting personal values and life styles in different countries and regions and ethnic groups within the culture and customs of the interweaving and communion,which leads to a foreign life,key problems to study and work in the new environment the status of the Thus,from sociology,psychology,study of cross cultural psychology etc.the attention of researchers,namely foreign cross culture in the local social adaptation problem.These scholars through long-term research,summarizes the related theories of many cross cultural adaptation,the cross-cultural adaptation of the main factors to make a systematic induction and finishing,the sum of the internal factors and external factors.But under the background of rapid development of economic globalization,cross-cultural adaptation with the in-depth research and improvement of the cross cultural adaptation of the theme is no longer confined to psychology,sociology and other disciplines,is introduced into the marketing field,some scholars began to study The relationship between consumer behavior of cross-cultural adaptation,but because each region of the different cultural environment,the research leads to the conclusion of each region is different,so the research results of different regions and sometimes cannot be applied to other areas.And the related research is still at the starting stage,the relevant research achievements are very limited.Yanbian is a strong Korean cultural heritage area,and is located in the Yanbian University is the Korean traditional culture to promote foreign important window and communication,Yanbian University through building multi ethnic characteristics of cultural integration,combined with the local national culture education,innovating the mode of talent training to improve the overall quality of students in Yanbian University,prompting effect Yanbian nationality college students in Yanbian by national culture edification.With the process of cultural adaptation,make their own life and consumption habits changed,and these foreign students constitute a huge consumer groups and the media,to promote the development of the surrounding district and promote Have a decisive impact on regional characteristic products of foreign propaganda.But among the college students in minority areas of domestic research on the cross cultural adaptation of the literature on consumer behavior.In view of this,this paper studies the theory of scholars at home and abroad,the construction of cross cultural adaptation to regional image,purchase intention model,through empirical analysis,the relationship between science the identification of the three,enrich the ethnic areas of cross cultural adaptation and the purchase of study on the theory of intention,the cross-cultural adaptation of this theory can be applied more widely in the field of marketing.