A Study On The Impact Of Brand Country Of Origin Image On Consumers’ Purchase Intention In The Context Of Chinese Culture

With the rapid development of global trade,multinational companies have not only sold traditional goods,but also exported their consumer culture and values.As the second largest economy in the world,China has become one of the main markets in the world.Therefore,it is crucial to deepen the understanding of the consumption behavior of Chinese consumers.Reviewing the existing literature on the source country effect,the research object is mostly consumers from Western developed countries,while the literature on consumers in emerging markets is relatively small.There are significant differences in social systems,historical culture,and economic development levels between China and the West,and research results from Western countries cannot be directly applied to the actual situation in China.This article takes the brand country of origin image as an independent variable,divides it into two dimensions: the overall national image and the overall product image,and introduces consumer based brand equity in the context of Chinese culture as an intermediary variable to study the impact of brand country of origin image on consumer purchase intention.Collect data through a questionnaire,and use Smart PLS 4.0 data analysis software to conduct empirical testing.The conclusions are as follows: The image of the country of origin has a positive impact on consumers’ purchase intention;The image of the country of origin has a positive impact on brand equity(brand awareness,perceived quality,and brand face);Brand equity has a positive impact on purchase intention,and there is a mediating effect between the image of the country of origin and purchase intention.In addition,research has found that brand face has the greatest impact on consumer purchase intention,highlighting the importance of cultural factors in emerging market brand activities.