The Impact Study Of State Place Image On Purchase Behavior

Under the guidance of “Go Out” state strategy, a number of Chinese enterprises started international operations. However, the endless stream of product quality issues and the “low-cost” development way to acquire a competitive edge make the product of brand coming from China become another name of poor quality and low price in the international market. At the meantime, there is a problem in the domestic market that foreign brands control the high-end market among many industries. In this realistic background conditions, how to create international brand has become an important research topic.Under the convenience conditions of local market internationalization, this study attempts to discover whether the country of origin(COO) effects exists, factors that affect the COO effects, the relationship among state place image perceived quality, perceived value and purchase intention, the effect intensity on purchase intention of perceived quality and perceived value as exogenous variables just as state regional image.This study systematically sorted out and analyzed related literature about the effect of COO, established a concept model about state place image and purchase intention, gave a scale for measuring state place image and perceived quality about sports footwear and carried out the metrics. Using cluster analysis, factor analysis, ANOVA, multivariate analysis, regression analysis and other statistical analysis method to process data gotten by surveying college students, the research conclusions are obtained.This paper found that there exists the effect of state place image in the sports footwear market, the respondents has different understanding to the image of different countries, which has an obvious impact on purchase intention to the brand coming from those countries. Perceived quality influences perceived value and purchase intention; besides, the effects on perceived value and purchase are greater than state place image. Involvement affects the evaluation to perceived quality; gender and family incomer per month don't influence perceived quality, perceived value and purchase intention; age have an effect on perceived quality and perceived value, but it doesn't influence purchase; the education received affects perceived quality and purchase intention, but it doesn't affects perceived value.