The Influence on the Image of Brand’s Country-of-origin on the Consumer’s Purchase Intention in Buying Mobile Phone

บทคัดย่อ

Consumer behavior is an important part of marketing. Through the behavior of consumers, companies can formulate sales strategies and at the same time improve their competitiveness.This paper summarizes related literature such as Country-of-origin image, perceived value, purchase intention, and traditional word-of-mouth, and proposes a framework model. In the model, the independent variable is the image of the country of origin, the mediator variable is the perceived value, the purchase intention is the dependent variable, and traditional word-of-mouth is the moderating variable. The research variables are specifically divided and the measurement scales are determined. Among them, the image of the country of origin is divided into three dimensions: political and economic image, product image and consumer image; one dimension is perceived value, and word-of-mouth is divided into two dimensions: positive word-of-mouth and negative word-of-mouth. Hypothesized relationships between variables are presented. Research the countries that sell the top five brands of mobile phones in Thailand. They are the mobile phone brands of China, the United States and South Korea. based on this Hypothesis is put forward: the influence of source country image on purchase intention. The influence of country of origin image on perceived value. The impact of perceived value on purchase intention. Does word of mouth have a moderating effect? Perceived value has a mediating effect. The hypothesis is established through literature review, but there is a lack of quantitative data support. In future research, researchers can use this model to verify whether the hypothesis is established through qualitative and quantitative research.