||As labor rights and basic wages rises year by year, more and more domestic companies are moving their factories and offices to China and other Southeast Asian countries to reduce production costs. In addition to trade war this year, The President of USA has imposed import tariffs on manufactured products in China, which has made China's world factory sign out of favor. Gradually, Manufacturers have started to set up production bases in Southeast Asia, for example, the big technology industry Foxlink left China continuously, and set up a factory in Myanmar. Also Foxconn Technology Group set up factories in the United States, showing that the model of simultaneous production of multiple products has become the norm. Such as the Iphone mobile phone, may be produced by a factory in different country.
This study takes students of Tatung University as the experiment subjects, and discusses the influence of country of manufacture and self construl on consumers' purchase intention, and study the sale channel (physical or virtual channel) as moderator. It is a 3(country of manufacture: Vietnam, China, Taiwan) X 2 (self-construal: independence or inter-dependence) X 2(sale channel: physical sale channel and internet sale channel) between- subject experiment design. Total 245 people participated in the experiment and 217 are valid samples, SPSS software was used for statistical analysis and calculation, and then the results of the analysis were compared based on reliability analysis, descriptive statistical analysis and variance analysis. The results of this study are: (1) Country of manufacture has a significant influence on the consumers' purchase intention; (2) Self-construal has no significant effect on the consumers' purchase intention; (3) The sale channel moderates the effect of the country of manufacture on the consumers' purchase intention; (4)The sale channel does not modreate the effect of self-construal on the consumers' purchase intention.
Keywords: Country of manufacture, Sale channel , Self-construal, Purchase intention