The Impact Of Affective Country Of Origin Image On Consumer Advertisement Processing

Today,we are in a world of economic globalization,the border between the state and the state is gradually broken,because of the continuous progress and development of science and technology,especially transport,communications and other technologies,making the commodity trade more and more efficient and convenient,the number of trade between countries increased each year.Compared with the relatively closed market environment decades ago,nowadays,consumers in the world are facing more and more consumption choices,and when you walk into a family,you can even find more than 10 of household appliances or various daily necessities from different countries:Chinese tableware,Japanese rice cookers,German hoods,American water heaters.In such a large environment,with powerful comprehensive national strength,China is also gradually standing in the forefront of the times.Chinese-made products have been around the world since more than 10 years ago,and the signs of "made in China" are everywhere,impressing overseas consumers.However,because of China's large population,as a developing country,compared with the economic level of developed countries,there is a gap,so the large number of cheap labor also makes China into a labor-intensive country,which attracts many foreign enterprises to invest in China to build factories and processing cheap products for export sales,And some of China's labor-intensive export-manufacturing enterprises.As more and more cheap products are exported overseas,the label of "made in China" has become a derogatory term,and many overseas consumers will feel that Chinese products always have poor quality,low price,inconsistent with international standards.This stereotype has been a great negative impression on China's overseas economic development for a long time.But with the improvement of Chinese people's cultural level and comprehensive quality,the strategies of developing the country through science and education,also with government's efforts on product quality management,such as prohibiting inferior products from entering the market from the source,taking coercive measures,requiring enterprises to strengthen the control of product quality,reducing or eliminating major product quality accidents.In recent years,China's economy has gradually embarked on the road of High-quality development,many products which are made in China began to be recognized by the world,such as Huawei mobile phones,Xiaomi household appliances and so on,overseas consumers have a certain impression improvement of Chinese-made products.At the same time,the implementation of the country's "One belt,one road" and other policies also make more and more Chinese enterprises go abroad and move towards the whole world.In this case,there are many problems of these Chinese enterprises.Such as how to promote overseas?Should they join the Chinese elements in the product marketing and advertisings?And will China's national image affect the buying behavior of Chinese products by overseas consumers?This paper reviews and analyzes the country of origin image,consumer information processing and other theoretical documents,the variables of each theory,variable dimensions and the results of various branches of research,and finally found that the image of the country of origin is divided into a specific source of the consumer's rational cognition and perceptual cognition(emotion),The image of country of origin will influence consumers' buying behavior,but most of the literatures focus on the rational cognition part of the image of the source country,that is,whether the consumers' judgment on the ability of a particular country will affect their purchase intention,and few scholars study the emotional part of the image of the source country,There are also few literatures studying the influence of the image of the source country on the process of the consumers' handling of the advertisement,and the emotional part of the source country image is less.However,through the research results of previous literatures,we find that affective factors play a role in the process of advertising.Therefore,the innovation of this thesis is mainly to study whether the emotion of the consumers to the country of origin will affect the consumers ' handling of the advertisement information,thus affecting the consumers'final purchase intention.In this paper,we first set up the structural equation model hypothesis According to the relevant theory,and then design the questionnaire and distribute it to the students in UK.Using Amos21.0 software to analyze data after recycling questionnaires,finally come to the conclusion:the consumer to the source country's sentiment does have the influence to the consumer to the advertisement information processing,for the emotion class product,the consumer mainly will produce the cognition to the advertisement itself and use this as the advertisement appraisal basis,finally makes the purchase decision.The conclusion of this paper will bring some reference meaning to the promotion and marketing of Chinese enterprises abroad,especially the affective products enterprises.When a Chinese company enters the overseas market,the enterprise must consider the target market's emotion to the Chinese image,after investigating and verifying the target market consumer's source country sentiment,then carries on the design to the product advertisement,the packing and so on a series appearance,considers whether joins the Chinese element,in order to bring the biggest economic benefit.