Research on the Relationship of Consumer Knowledge,Conformist Psychology and Country-of-Origin Effect

This paper has made an empirical research on the relationship of consumer knowledge,conformity psychology and country-of-origin effect.The following content is verified:in the relationship between consumer knowledge and conformity psychology,consumer knowledge has significant negative impact on informational conformity and normative conformity;in the relationship between consumer knowledge and country-of-origin effect,consumer knowledge has significant negative impact on country-of-origin effect;in the relationship between conformity psychology and country-of-origin effect,informational conformity has significant negative influence on country-of-origin effect,normative conformity has significant positive influence on country-of-origin effect.Finally,this paper discusses the results of the research,and points out the theoretical contributions,limitations of the research and the direction of the research in the future.