The Influence Of Brand Source Countries On Consumers' Willingness To Purchase After 90s

Economic globalization has enabled enterprises all over the world to integrate into the huge market system.Enterprises all over the world have integrated into the vast market,and global marketing has become a problem that all industries have to face.Fast fashion emerged after the US economic crisis in the mid-19 th century and has grown and developed over three centuries.In the global marketing process,fast fashion companies from all over the world have turned their attention to overseas markets suitable for their own brand development,and more and more enterprises have begun to pay attention to the benefits brought by the source country effect.As a result,the source country effect has drawn the attention of the academic community.From the perspective of consumers,this paper takes the fast fashion industry as an example to explore the influence of brand source country effect on consumers' willingness to purchase,and provide management and marketing suggestions for Chinese fast fashion enterprises to improve their competitiveness.According to the data,in the fiscal year of 2018,Japan's fast fashion brand Uniqlo's income of 1.76 trillion yen,in addition to the domestic market accounted for 48.9%,the overseas market accounted for 51.1%,while the overseas market,China-led Greater China,dominated 25%.market share.As of March this year,H&M Group has 4,968 physical stores worldwide,including 530 stores in China,second only to the US market.The optimism and development of the national brand fast fashion on the Chinese market has forced Chinese local fast fashion brands to improve their competitive advantages,gain more recognition from Chinese consumers,and occupy the domestic market with great potential for consumption.This research runs through the dimensions of the three countries of political economy development,product image and consumer image.Based on the research at home and abroad,this paper makes assumptions and constructs a theoretical model of the influence of source country effect on purchase intention.The empirical part is Spain,Japan,Sweden,China as the fast fashion industry representative country,China's post-90 s consumer group as the research object,with its perceived value as the intermediate variable,through the distribution of questionnaires for the post-90 s consumer fast fashion brand source country The impact data on purchase intention,and the reliability and effectiveness of the questionnaire were tested by SPSS,and the correlation analysis and regression analysis between the three dimensions of the image of the source country and the three dimensions of perceived value,perceived value and purchase intention were carried out.Verification of the relationship between source country effect,perceived value,and purchase willingness.Finally,based on the research conclusions,it provides suggestions and reference basis for Chinese fast fashion enterprises.Through the research of this paper,the following conclusions are drawn:In the fast fashion industry,the source country has an influence on consumers' willingness to purchase;the image of the source country in different dimensions has an impact on the perceived value and thus affects the consumer's willingness to purchase;for different countries,the image of the source country is willing to purchase the consumer.The impact is different.