The Study Of Weakening The Negative Effect Of Country-of-Origin On The Basis Of The Meta-cognition Theory

Now,with the global international market developing,China's auto market is flourishing at the same time,domestic brands also have a strong impact on the international brand,the market performance is not optimistic,among many other factors,the negative effects of State of Origin are hindering the rise of brands of Chinese car in the domestic and even international development road of a stumbling block,and therefore,there are ways in which can weaken the effect of the country of origin,and help all Chinese car companies to achieve the international development of the marketing successfully has long been a focus of attention.Articles from clues using theory to replace the country of origin information on consumer product evaluation process relies on internal information used in multi-threaded mode of thinking,the use of meta-cognitive psychology theory to explore mechanisms to weaken the negative effects of the countries of origin.This thesis consists of introduction,literature review,quantitative research and discussions of the four content.The main text is divided into two parts: the first part with a questionnaire and spss analysis methods discussed China's auto industry country of origin image,perceived value,consumer willingness to buy the three-variable relationship between the countries of origin in order to verify the effect of the presence in the automotive industry;the second part of the countries of origin to Reduce effect of experiments and analysis spss statistical methods.Divided into five specific experiments in order to prove 1 Start analysis systems can affect the consumer's perceived value,building product information presentation-Analysis systems-perceived value-purchase intention of weakening the country of origin effect mechanism;Experiment 2 Experimental 3.experiment 4,5 four experimental test on the basis of test 1 above,to explore the specific method to weaken.The specific method is to choose a different way to start presenting product information analysis systems,by influencing the perceived value of consumers,increasing consumer willingness to buy,and thus weaken the influence of the country of origin effect.The first three experiments to explore the impact the presentation of product information in the font of perceived value,and finally an experimental study the effect of different language presentation of the product name on the perceived value.The study found that the start of analyzing systems can effectively undermine the country of origin effect;specific product information is presenting the way consumer information and content arising from the meta-cognition can stimulate consumer awareness of the difficulties,reduce dependence on intuition to judge intuition confidence heuristic system,so that they mainly rely on analysis systems during product evaluation process,to devote more resources to the effort to collect internal information of products,to make evaluations on products,to weaken effect derived from the country of origin;and not all factors which can cause the information processing is not smooth presentation of product information can undermine the country of origin effect,overly complex presentation due to too many consumers cognitive load,but can not successfully start the analysis system,which can not weaken product source the image of the country on consumer productevaluation.