The Positioning Strategy For Cultural Resources Of Home Country And Its Impact On Purchases Intention In Host Countries

With the globalization of economy and politics,the powerful influence of modern media has promoted the global spread of culture.Has had an increasingly far-reaching impact on people's consumption behavior.The significance of giving brand regional culture or national culture can bring unique influence to industry and brand.However,The existing research has less research on the effect mechanism of cultural resources on the purchases intention of the host country consumers,and mainly stays in a general abstract concept of cultural resources to explore how cultural resources affect consumers ' purchases intention.Based on the theory of cultural identity,this study constructs a conceptual model of the home country cultural resource location strategy to the consumer purchase intention of the host country,and probes deeply into the connotation and composition dimension of the home country's cultural resources and its influence on the consumer cultural identity and purchasing intention of the host country through the empirical test.The results show that the composition of cultural resource orientation in home country includes 4 dimensions,such as cultural symbol orientation,regional feature orientation,folklore ritual orientation and value orientation.Among them,the orientation of cultural symbol is composed of character symbol,artistic symbol and language symbol,and the location of regional characteristics is composed of regional characteristics and traditional crafts.The orientation of folklore ritual is composed of traditional folklore and traditional rituals,and the orientation of values is composed of ideal belief and moral standard.The orientation of cultural resources in home countries has a significant impact on the cultural identity and purchasing willingness of the host country consumers.The orientation of cultural symbols,the orientation of regional features,the orientation of folklore rituals and the orientation of values can actively promote consumers ' willingness to buy.The influence of consumers 'purchases intention is from big to small folk rituals,values,regional characteristics and cultural symbols.This paper constructs a multi-dimensional structure model of 4 Dimension 9factor in the home country cultural resources,and scientifically expounds how culture promotes the purchases intention of consumers in the host country to buy.In particular,it reveals the consumer's perceived clues to the cultural resources of the brand's home country and the formation process of the consumer cultural identity and purchase intention of the host countries,which is different from the previous research on the influence of the whole cultural concept on the consumer's willingness to buy,enriching and developing the relevant theories of cultural orientation,It providestheoretical basis and strategic guidance for enterprises to use their home country cultural resources.