Mixed Source Country Image To Consumers Purchase Evaluation Influence Of The Study

With the development of economic globalization and integration trends,consumers often face all.encompassing domestic products or foreign products.And most of the products are mixed product category that a product will have more than one country of origin.The image of these countries will form the source of the product outside the clues to the impact of consumer purchase evaluation.In recent years,scholars have studied the image of mixed countries from different dimensions.Based on the previous research,this paper studies the influence of the image of the mixed country on the purchase evaluation of consumers based on the product category perspective.Based on the systematic analysis of the theory of the countries of mixed countries,this paper explores the impact of the effect of the source countries on the purchasing evaluation of consumers from the two dimensions of the country of origin and country of origin of the country of origin.Taking into account the product category is an important factor affecting the purchase of consumers evaluation,this study as a regulatory variable,and the product is divided into two types of durable goods and non.durable goods,on the basis of the theoretical model,and related research Hypothesis.This study first through the focus of the group approach to the consumer is more familiar with the durable goods and non.durable goods.In order to remove the impact of the brand,the product uses a virtual brand to study.In this study,215 valid sample data were obtained by questionnaire,and regression analysis was performed by SPSS19.0 statistical analysis software.The empirical results show that:(1)the image of the country of origin has a significant effect on the evaluation of consumer purchase;(2)the image of the country of origin of the product has a significant effect on the evaluation of consumer purchase;(3)different product categories The effect of the image of the country of origin on the purchase of the evaluation is not the same,when the product is durable goods,the brand image of the country to the consumer image evaluation is greater than the image of the image of the manufacturer's image evaluation of consumer impact;and for non.durable goods,The image of the country of origin and the image of the manufacturer's image have little effect on the evaluation of consumer products.Based on the above conclusions,this study suggests that companies can use the image of a mixed source country to improve their impressionin the minds of consumers.