The Impact Of Self-construal，country Of Origin On Purchase Intention

Objectives: With the rapid development of the economic market in China,Chinese brands are getting better and better as well as its international influence,and Chinese awareness of purchasing domestic products has gradually increased.In the early years,the phenomenon of “Being crazy about foreign things and obsequious to foreigners” was gradually reduced.Furthermore,supporting domestic products and promoting China’s economic development is also one of the marketing and propaganda methods of the enterprises.Therefore,the brand’s country of origin is considered to be a major factor in the selection of products recently.At the same time,there are different classifications in different individuals’ self-construal.Then individuals have different considerations and choices when choosing a product.individuals of independent self-construal consider more about their own needs and perform differently.Individuals of interdependent self-construal tend to consider the people around them and possess a strong sense of dependence.This thesis studies how different self-construal individuals will choose different purchasing intensions when choosing products that differ only in the country of origin of the brand.PP100 is a concept on whether people will change their purchasing intensions or not when different self-construal individuals face products of different quality country of origin?Methods: There are three mixed experimental designs in this thesis.The selected subjects were college students in Hunan.The first experiment was a 2×2 mixed experiment design,in which the independent variables were self-construals(independent self-construal,interdependent self-construal)and brand origin(foreign brand,domestic brand),the dependent variable is the purchase intension;Experiment2 and Experiment 3 are 2×2×2 mixed experimental designs to study whether different self-constituents will change their purchase intensions when facing foreign or domestic products of different quality.The independent variables in these two experiments are self-construal(independent self-construal,interdependent self-construal),brand origin(foreign brand,domestic brand)and product quality(high,low),and the dependent variable is purchasing willingness.Results:(1)In the case where only the origin of the brand is different,individuals of independent self-construal has a higher willingness to purchase a foreign brand thanIndividuals of interdependent self-construal.(2)In the case where only the origin of the brand is different,Individuals of interdependent self-construal is more willing to purchase the domestic brand than individuals of dependent self-comstrual.(3)Under the situation that the quality of foreign brands is slightly higher than that of the domestic brands,the willingness to purchase domestic brands is still higher than individuals of dependent self-comstrual.(4)In the case that foreign brand quality is higher than domestic brand,Individuals of interdependent self-construal will be more inclined to choose high-quality foreign brands in the face of high foreign product quality and low domestic product quality.Conclusions: Different self-construals will have different purchase intentions when facing brands of different source area: individuals of dependent self-comstrual will choose to buy products of foreign brands,and individuals of interdependent self-construal rely on each other will choose to purchase products of domestic brands.In particular,individuals of interdependent self-construal will consider the country and the group even when the domestic quality is slightly lower.Therefore,they are still influenced by the strong consumer ethnocentrism and still choose to support domestic products.However,if the gap is too large,individuals of independent self-construal will also make rational choices and prefer to choose high-quality foreign brands.Each individual has both an interdependent self and an independent.In the future,when companies make publicity and plan,they can set different startup scenarios to guide consumers to purchase products.