A Study On The Influence Of Mongolian Chinese Culture Appropriation On The Effect Of Country Of Origin

The country of origin effect means that the purchaser is affected by the inherent impression of a country and afifects the evaluation of a product or service in the country,thereby affecting its purchasing tendency.Academics and the companies are very concerned about this phenomenon,the influencing factors of country of origin effect has been studied.Scholars have noticed the effect of culture on the country of origin effect,but there are relatively few studies.With the Mongolian and China economic and trade cooperation continues to grow,led the two countries political,cultural and other aspects of cooperation.In the past few decades,Mongolia and China trade cooperation is basically a simple commodity-based.Due to Mongolian political and other factors,affecting China's investment in Mongolia enthusiasm.In this situation,is not conducive to Mongolia and China's economic cooperation and development,but also restricts the cultural exchanges and cooperation between the two countries.For Mongolia,the rapid growth of Mongolia's economy has been promoted due to the continued growth in commodity prices in the international market.At present,more and more Mongolians are willing to come to China to buy some good quality,low prices of products.Based on this background,this paper examines how Mongolia's use of Chinese cultural innovation influences the effects of the country of origin and uses the stereotype theory to explain it.Under this background,this paper studies the influence of the Chinese culture appropriation of Mongolian consumer(n = 270)on the the country of origin effect and the purchase intention based on the existing literature and the stereotype theory.In this paper,a variety of scientific methods has been used,including literature research,comparative analysis,comprehensive induction,statistical analysis.Firstly,the research background and problems of this paper,the purpose and significance of the research,the main contents of the research,the research methods and the technical route has been given.Then the relevant literatures are reviewed and collated,and the theoretical model is put forward.In this study,Mongolian students studying in China were selected as samples to collect the data and carry out hypothesis tests.The results show that the Chinese culture appropriation of Mongolian consumers has a positive impact on the country of origin effect(attitude towards the country,companies and products),country of origin effect(attitude towards the country,companies and products)has a positive impact on purchase intention.The country of origin effect(the attitude of the Chinese state,the company and the product)plays a mediating role between cultural appropriation and purchase intention.