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http://dx.doi.org/10.15207/JKCS.2019.10.11.101

Empirical Study on the Impact of China Mobile Phone Market Origin Image on Consumers' Purchasing Intention  

Gao, Ze (College of Business Administration, Jilin Engineering Normal University)
Sim, Jae-yeon (Dept. of Business Management, Sehan University)
Liao, Xuan (Dept. of Business Management, Sehan University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.11, 2019 , pp. 101-109 More about this Journal
Abstract
With the rapid development of China's economy, the consumption concept of Chinese consumers has changed, and the purchase intention of consumers is also affected by the origin of the brand. The purpose of this study is to help local enterprises gain more competitive advantages in international marketing activities by improving the image of the country of origin. Based on the theory of clue utilization, this paper constructs a theoretical model of the effect of the image of origin on consumers' purchase intention and puts forward the basic hypothesis. The data were collected, analyzed and processed through questionnaire survey and spss23.0. The results showed that: the image of the place of origin and the perceived value had a significant impact on the purchase intention. The image of origin has significant influence on perceived value. Finally, combined with the empirical research results, relevant marketing strategies and Suggestions are provided for local enterprises. At the same time, it also provides some reference for other countries to sell in China.
Keywords
Origin; Origin image; Purchase intention; Perceived value; Information-processing theory;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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