Research On The Influence Of The Image Of Brand's Country Of Origin On The Consumer's Purchase Intention In Buying Mobile Phone

Consumer behavior plays an important role in marketing sales.Knowing Consumer Behavior Enterprises can successfully formulate sales strategies and at the same time improve their competitiveness.When consumers purchase goods,there are different factors that affect their purchase intentions,including the image of the country of origin of the goods.In the field of international marketing,many scholars have confirmed that the image of the source country will affect the consumer's willingness to buy.When consumers buy something that they are not familiar with,they perceive the image of the country of origin and then make decisions based on their perceptions.At the same time,consumers will receive traditional word of mouth during the purchase of goods.Therefore,whether the image of the source country will affect the evaluation of consumers' perceived value and thus affect the purchase intention? If the image of the source country affects the purchase intention,will it receive the adjustment effect of traditional word of mouth?In order to study the above problems,based on the existing researches,this article first reviews relevant literature on relevant theories,and summarizes relevant literatures of source countries,perceived values,purchase intentions,and traditional word-of-mouth;For review,refer to the existing research and propose a conceptual model.In the model,the independent variable is the image of the source country,the intermediary variable is the perceived value,the purchase intention is the dependent variable,and the traditional word of mouth is the adjustment variable.Then,based on the definition of the research variables,the measurement variable of the research variables was divided and the measurement scale was determined.The image of the source country is divided into three dimensions: the political economy image,the product image and the consumer image.The perceived value is one dimension,and the traditional word of mouth is divided into two dimensions: positive word-of-mouth and negative word-of-mouth.Then based on the theoretical derivation,the assumptions of variables are proposed.The next step is to design a research questionnaire based on mobile phone brands in China,the United States,and South Korea.Through questionnaires,Russian consumers' data about the country of origin,purchase intention and traditional word of mouth were collected.Finally,this paper validates the assumptions of the model by SPSS23.0 software,performs the correlation analysis of the relationships among various variables,performs regression analysis to show the influence on the purchase intention,and conducts mediation and adjustment analysis.As for the empirical results,it puts forward opinions on international companies exploring the international market,and puts forward limitations and future prospects for the articles.This article compares and analyzes the influence of the image of three different countries of origin in China,the United States,and South Korea on the purchase intention.Through empirical research,it is found that in the study of Russian consumers' mobile purchase behavior,the source country's image has a significant consumer purchase intention.Positive influence.Among them,the product image dimension has the greatest impact,and the influence of the degree of political economy development is not stable.The image of the source country has a significant positive effect on the perceived value,while the perceived value has a positive influence on the purchase.Then,we also conclude that the indirect influence of the image of the source country on the purchase intention through the mediation of perceived value is lower than the direct effect.According to the analysis of regulatory effects,positive word-of-mouth and negative word-of-mouth do not have a significant regulatory effect on the relationship between the image of the source country and the consumer's intention to purchase.Only when the Chinese source country brand is negative,word of mouth has a regulatory effect on the relationship between the image of the source country and the purchase intention.