Abstract：Theorists have reach a consensus that brandoriginating could influence consumers’ Behavior. But there are three appions about how BrandOriginating Counties Influences Customer Loyalty and Quality Perception. One is direct influencing mechanism, an other is indirect influencing mechanism, the third is comprehensive influencing mechanism.Which one is more suitable for Chinese consumers should be tested. We constructed the theoretical framework and research hypothesis, collected date from IT industry, and made an empirical research. The result showed that comprehensive influencing mechanism had better fit index. Brandoriginating counties could infulence customer loyalty directly, and infulence quality perception indirectly.
2012, Vol. 9 
