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11A0072
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"The Impacts of Country-of-Origin Effect, Endorser Expertise, and Product Involvement on Product Attitude and Purchase Intention"
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Lee-Yun Pan * , National Yunlin U. of Science and Technology, Taiwan
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Shih-Chi Chang, National Changhua University of Education, Taiwan
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* = Corresponding author
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Under globalizing trend, consumers have many opportunities to purchase foreign goods. Consumers can easily search for product information via the internet and make purchasing decisions according to the information collected. Some consumers evaluate product quality according to the country of origin. Past research has shown customers take the country of origin of products as important criteria to make purchasing decisions. Generally speaking, consumers of developed countries would perceive higher risk for products from developing countries. Consumers of developing countries would have less confidence in their own products. Therefore, how to reduce the negative influences from inferior country of origin is an important research issue. In this paper, the authors take digital still camera (DSC) as our research object and conducted experimental design by manipulating the country of origin (high vs. low) and endorser expertise (high vs. low). We came to our hypothesis by source credibility and elaboration likelihood model (ELM). We found that country-of-origin image and endorser expertise had positive effects on product attitude and purchase intention. Additionally, respondents with lower product involvement are more easily influenced by country of origin and endorser expertise.
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