Study On The Influence Of The Country Of Origin Image Of GOBI Co.,Ltd. On Consumer Purchase Intention

With the development of globalization in today's world,people have more and more contact with foreign countries and foreign products.Assuming that personal experience has an impact on the national image and the evaluation of the country' products,the mechanism of this impact is quite complex.Some of the extra complexity in this question is the result of complex measures of national image.Since the second half of the 20 th century,foreign scholars have put forward the influence of country of origin effect and image,and have done a lot of research.Based on the country of origin concept,this concept is still not easy for researchers,because they are constantly improving the measurement methods.One way to measure the country of origin image is based on the type of country of origin component.Parameswaran and Pisharodi(1994)argue that a national image measurement combines the elements of cognition,emotion and motivation.Measuring instruments include the testing of the characteristics of a country's products,thus broadening the scope of research.Mongolian cashmere enterprises are gradually stepping on the international market,but the research on the country of origin image of Mongolian cashmere enterprises is not in-depth.As for the Mongolian cashmere industry,it is known to the world that Mongolia provides a large number of cashmere raw materials,but they have not recognized the Mongolian cashmere brand,which is the main obstacle to the development of the Mongolian cashmere brand.Therefore,based on this,this study studies which aspects of cashmere brand and country of origin image are important and which country of origin image dimensions can influence consumer purchase intention.This study firstly summarized and analyzed the country of origin image,consumers' purchase intention,and based on the literature of country of origin image on consumer purchase intention,constructed a research model,and tested the influence of the country of origin image of the cashmere brand of GOBI Co.,ltd.on consumer purchase intention through empirical research.The results show that the overall evaluation of the people,the required product attributes and specific product attributes have a significant impact on the purchase intention of different foreign consumers.Unwanted product attributes have no significant negative impact on consumer purchase intention.According to the results of empirical research,relevant marketing suggestions are put forward for GOBI Co.,ltd.from the perspective of enhancing the country of origin image.