The main purpose of this study is to investigate the country-of-origin effect, spokesperson effect and experiential marketing on purchasing decision, and taking cosmetics products as an example. First, we investigate the country-of-origin effect on purchasing decision. Then, spokesperson effect as a moderating factor affects purchasing decision. Finally, experiential marketing as a moderating factor affects purchasing decision again.
We collect questionnaire through paper and website and get 438 valid samples, and then use SPSS 23.0 statistical software to have descriptive analysis, reliability and validity analysis, regression analysis.
Through our results, we find that country-of-origion effect positively and significantly influences purchase decision. Moreover, spokesperson effect and experiential marketing moderate the relationship between country-of-origion effect and purchase decision in different ways.
