The Influence Of Consumer Behavior Demand On Country Image-advertising Appeal And Product Type

Since the 20 th century,with the deepening of economic globalization and the great development of World Trade,the field of psychology and management has set off a upsurge of the study of national impression.W ith the exploration of theoretical research,people gradually find that the i nformation of national impression can influence consumer's product evalu ation and purchase intention.However,researchers tend to regard the nati onal impression as negative information,focusing on how to eliminate an d suppress it,and rarely from the perspective of promoting the use of nat ional impression to promote enterprises.Based on this situation,this stud y focuses on how the national impression promotes the consumer's produ ct evaluation and purchase intention.In order to clarify the mechanism of the impact of national impressi on on consumer behavior,this study will focus on the impact of the inter action among national impression,advertising demand and product type o n consumer product evaluation and purchase intention It also reveals the mediating role of information processing fluency.A total of 297 college s tudents took part in the experiment.All participants were randomly assig ned to eight experimental groups,and after viewing the HTML5 material,they were measured for product evaluation,willingness to buy,and infor mation processing fluency.Through the experiment,this study draws the following conclusions:(1)the matching of advertising demand,national impression and product type significantly affects consumers' product evaluation and purchase intent ion.Under the condition of practical goods,consumers' product evaluation and willingness to purchase are significantly higher than those under the condition of rational appeal,and under the condition of hedonic goods,when emotional appeal advertising with warm national impression,consu mer's product evaluation,purchase intention is significantly higher than emotional appeal advertising with capacity national impression.(2)the flue ncy of information processing plays an intermediary role between national impression-advertising demand and national impression-product type.This study broadens the research scope of the subject of national im pression,and provides a new perspective and cut-in point for the future r esearch.In addition,the conclusion of this study can also provide a pract ical program for businesses and enterprises.When Chinese enterprises open up the international market,they can take advantage of the positive national image and the positive spillover effect to help improve the reputation of their products,thus promoting th e purchase of consumers.In addition,the government should work hand i n hand with enterprises to enhance the country's macro-national image in the international market and achieve a win-win situation for China's imag e and Chinese enterprises.