THE IMPACT OF COUNTRY OF ORIGIN AND BRAND IMAGE ON CONSUMERS' REPURCHASE INTENTION-ANALYSIS ON THE SMART PHONE

Zenan, Xu

Department of Business Administration, Fu Jen Catholic University, Taiwan

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Abstract

The purpose of this study is to explore the influence of brand’s country of origin image and brand image on consumers' repurchase intention. The brand’s country of origin image and brand image have become an important factor influencing consumers' evaluation and purchase intention in the international market. However, the existing researches seldom systematically integrate the five variables of country of origin image, brand image, brand perception, brand loyalty and consumers' repurchase intention into a model for overall research. The smart phone brand of USA, Japan, Korea, Chinese mainland and Taiwan is taken as the investigated subject, and the conceptual model is proposed and the research questionnaire is designed. Through questionnaire survey, data are collected on the image of the country of origin, brand image, brand perception, brand loyalty and repurchase intention from Taiwan college students. SPSS26.0 software was used to analyze the reliability and validity of the data, and the relationship between the variables was analyzed. The research confirms that the image of the country of origin has a significant positive impact on brand image, brand image has a significant positive impact on brand perception, brand perception has a significant positive impact on brand loyalty, and brand loyalty has a significant positive impact on repurchase intention. This study systematically analyzes the impact of country of origin image and brand image on consumers' repurchase intention, which has a strong guiding and management significance for the government and enterprises to enhance their comprehensive competitiveness and influence in the international market.

Keywords: Country of origin image, Brand image, Brand perception, Brand loyalty, Repurchase intention, Smart phone, College student consumers.

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