| The world's economy has entered in a Large-scale globalization stage,but this does not necessarily mean that globalization completely influences peoples consuming habits,actually what has the most influence on the consumer purchase intention and the purchase behavior is their local culture.As a country with one of the most ancient history and a huge cultural heritage like China,with its traditional culture deep in the inner self of their citizens and a with great influence on their consumers behavior,Would the Country of Origin Image(COI)be able to influence the consumers Perceived Value of Chinese Consumers that have more than 5000 years of cultural background? Would it have a final impact on the Consumers Purchase intention? If this Hypothesis is established and consumers are indeed influenced by the Country of Origin Image,would the profound historical and cultural background affect the effect that Country of Origin Image has on the purchase intention of the consumer?Enterprises with a long-term development strategy,need to select an appropriate marketing plan,which will fully understand and analyze the Consumer,the Consumers Purchase Intention,the Country of Origin Image and Cultural Background,and carefully explore and study the interrelationship and influence of these factors,which is also be the purpose of this paper.Enterprises are facing a broader global market full of opportunities,with different customers from all over the world,that have grown in different environments,have different hobbies,cultural backgrounds,working experiences and academic levels;plus the new era of Internet +;this opportunities could also become on a bigger challenge to enterprises.Without a doubt,it is a time in which great opportunities and big risks coexist together,and whether enterprises can hold a grasp on the “Cultural Background” and on its influence that has on the Consumers,and to use this “ Cultural Background” element to stimulate the consumers Purchase intention and at the end maximizing the economical benefits will be something crucial for all the companies decision makers,self employed entrepreneurs and even to the academic community,Of course,when consumers decide to buy a product,they will inevitably take into account its pros and cons.In addition to the products performance and quality of the product itself,the cultural connotation of the Consumer and the Country of Origin Image will also affect consumers' inner feelings and probably Change the purchase intention.Academic research in this field is not very abundant,which also provides more opportunities for the study of this topic.This study takes the consumers from China and Colombia as the research subjects,and Japanese electrical appliances as the research products.The review of this research is based on the following 5 specific concepts and its relationship: the Consumers Purchase Intention,the Country of Origin Image(COI),Cultural Values,the influence of Cultural Values on Consumers Purchase intention and the perceived value.With an abundant literature review as basis,this paper proposes a model of "The Effect of Country of Origin Image on Purchase Intention of Consumers with different Cultural Background".The model uses "Country of Origin Image" as independent variable;"Perceived Value" as intermediate variable,"Purchase Intention " as output variable,and " Cultural Values" as the moderator variable.After defining the relationship and connotation of each variable,will design one scale for each of the following variables: " Country of Origin Image ","Consumers Purchase intention","Cultural Value" and "Perceived Value".This study considers that the concept of "Country of Origin Image" encompasses the following three dimensions: Product Image,Political and Economical Image,and Customer Image."Perceived value" also is composed of three dimensions-Emotional value,Functional value,and Social value.In terms of Cultural values,the main differences between China and Colombia are mainly embodied in terms of connotation,origin and evaluation criteria.The research method of this paper is empirical research,and raises the following three empirical questions to make the research model:First,The influence of Country of Origin Image on Perceived Value"Second,"The influence of Perceived Value on Consumers Purchase Intention "Third," The influence of Consumers Cultural Values on Country of Origin Image " The questionnaire will be design embracing “Country of Origin Image”,”Consumers Purchase Intention”,“Cultural values” and “Perceived Value”,the question survey will be issued in Colombia and China separately,and some will be distributed by some network platform.After collecting the information of the questionnaires,we will use the Statistical Software SPSS19.0 to process and verify the hypothesis presented in the study.The last part of this study will review the content and the process of the research,and summarized the innovations and shortcomings of it.This research hopes to provide a reference to provide some information for the marketing strategies and marketing goals of Enterprises,as well as corporate decision makers and independent entrepreneurs.On the basis of ensuring the trustworthiness of the questionnaire,the hypothesis in this research is established,these are the conclusions that were drawn:(1)The consumers of China and Colombia have a different perception towards Japan's Country of Origin Image.Facing the world wide well know Japanese electrical appliances,the perception of Chinese consumers towards Social Value and Functional Value won't be influenced by the product itself,but will be influenced by Japans Political and Economical Image,as well as its consumers image.One of these reasons could be that besides the Cultural factors,there are some historical factors influencing the perception of Chinese Consumers.On the other hand the perception of Colombian consumers towards Social Value and Functional Value will be influenced not only by Japanese Consumer Image,Japanese Political and Economical Image,but also by the Product itself.(2)Chinese and Colombian consumers are all concerned with Japanese Political and Economical ImageAs one of the three dimensions of Country of Origin Image(COI)the Political and economical Image influences the Perceived Value(Especially Functional Value)of consumers of this two countries.Chinese consumers are more significantly affected by the political and economic image with an impact coefficient of 0.574.Therefore,it can be concluded that consumers in China and Colombia prefer the products of the politically stable and economically developed countries.(3)In terms of Product image,consumers in China and Colombia have different attitudes towards it.Japanese Products Image affects more the perception of Colombian consumers on Functional Value,Social Value and Sentimental Value,but for Chinese consumers only affects the Sentimental Values,wont affect the perception on Functional nor Social Values.(4)Chinese and Colombian consumers are all concerned with Japanese Consumer Image,For Chinese consumers the more positive the Consumer Image is,the more it will affect their Perceptions on the Product Function and Social Function,but wont have any impact on the Perception on Product Image perception.In the other hand it will affect all the Perceptions on the product for Colombian's consumers.(5)The Purchase intention of both Chinese and Colombian consumers will be affected by the Perceived Value,but in different measurements,Chinese consumers pay more attention to the Emotional Value,but Colombians consumers will pay more attention to the Functional Value.So we can say that the Emotional Value will affect the most for Chinese consumers Purchase Intention,while Functional value is the element that affects the most the Purchase Intention of Colombians consumers.(6)There are differences in the Cultural Value as moderator effect for Consumers of China and Colombia.Country of Origin Image and Perceived value will be affected by Chinese Cultural Value,but wont be affected Colombian Cultural Value... |
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