Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce

2022 ◽  
Vol 30 (2) ◽  
pp. 0-0

Product country-of-origin (COO) is now playing a central role in consumers’ purchase behavior. Previous studies have investigated several factors that impact COO. However, little attention has been paid to the impact of COO on consumers’ product evaluation on Chinese products, especially in the cross-border e-commerce context. Using a multi-methods design, this study first unearthed the antecedents of COO image towards Chinese products from the qualitative data in Study 1 by drawing on the legitimacy theory and then develops a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement. Using quantitative survey data from 252 foreign consumers, the study tests the research model in Study 2. The findings provide empirical evidence to support the model and highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.

2022 ◽  
Vol 30 (2) ◽  
pp. 1-20
Author(s):  
Ying Bao ◽  
Xusen Cheng ◽  
Alex Zarifis

Product country-of-origin (COO) is now playing a central role in consumers’ purchase behavior. Previous studies have investigated several factors that impact COO. However, little attention has been paid to the impact of COO on consumers’ product evaluation on Chinese products, especially in the cross-border e-commerce context. Using a multi-methods design, this study first unearthed the antecedents of COO image towards Chinese products from the qualitative data in Study 1 by drawing on the legitimacy theory and then develops a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement. Using quantitative survey data from 252 foreign consumers, the study tests the research model in Study 2. The findings provide empirical evidence to support the model and highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.


Author(s):  
Amina Merabet

This study aims to evaluate the impact of Country-of-origin image on purchase intention through two mediating variables (perceived quality and perceived price). After a short literature review, an empirical study was conducted among 120 participants. Results indicate that the country-of-origin Image has a positive impact on perceived quality and perceived price. They also highlight the mediating role of perceived price in the relationship between Country‐of‐origin image and purchase intention.


2015 ◽  
Vol 11 (27) ◽  
pp. 185 ◽  
Author(s):  
Suharyanti Suharyanti ◽  
Bambang Sukma Wijaya ◽  
Melida Rostika

This paper examines the role of country-of-origin image (COO image) values in the process of purchase decision making of big motorcycle consumers in Indonesia. Referring to the COO image values such as Authenticity, Differentiation, Quality Standard and Expertise, as well as the elements of purchase decision making process such as Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post Purchase Decision, researchers conducted in-depth interviews to five Triumph big motorcycle consumers. The results show that the authenticity of the British-made product is the main consideration of consumers both in searching for information and in recognizing the need of big motorcycles. The competitive advantages of product that make it different from other products is the consideration in evaluating the brands, while product quality has the role in stimulating the purchase decision and post purchase actions, in which also strengthened by the perception towards the British-expertise in producing big motorcycles. This research is very beneficial to big motorcycle brands in understanding the mindset of Indonesian consumers.


2018 ◽  
Vol 30 (5) ◽  
pp. 1259-1276 ◽  
Author(s):  
Jin Kyun Lee ◽  
Byung-Kwan Lee ◽  
Wei-Na Lee

PurposeThe purpose of this paper is to investigate the impact of country-of-origin (COO) fit and consumer product knowledge on consumer brand attitudes in a cross-border strategic brand alliance (SBA).Design/methodology/approachAn experimental study with 207 subjects was conducted using a series of 2 (COO fit: low vs high COO fit) by 3 (product knowledge: low vs moderate vs high knowledge) by 2 (time: pre- vs post-alliance attitudes) mixed factorial design.FindingsThe impact of COO fit on pre- and post-alliance changes in attitude toward the partner brand showed a nonlinear relationship from high-, to moderate-, to low-knowledge consumers. High COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for high- and low-knowledge consumers than for moderate-knowledge consumers. In contrast, low COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for moderate-knowledge consumers than for high- and low-knowledge consumers.Practical implicationsThe effectiveness of cross-border SBAs differs with consumer product knowledge. For high- and low-knowledge consumers, high COO fit information had greater impact than low COO fit information in their product evaluation. However, when targeting moderate-knowledge consumers, providing sufficient product-related attribute information would help them to generate a favorable brand attitude.Originality/valueThis study attempted to identify the complex relationship between COO fit and consumer product knowledge on the consumer decision-making process.


Author(s):  
Devkant Kala ◽  
D. S. Chaubey

Effective visual product presentation gives consumers a sense of appropriateness and supplementary perceptible experience to lessen the degree of apparent risk, compensate the absence of sensory attributes, and offer delightful online shopping experiences. The purchase of lifestyle products has become a matter of happiness to consumers that is convincingly regulated by the mood. Mood—a direct indicator of the subjective wellbeing—plays a prominent role in consumers' purchase behavior. This chapter attempts to examine the impact of product presentation on purchase intention of lifestyle products and moderating role of mood by obtaining data from 356 Indian online shoppers. Results revealed that mood moderates the impact of product presentation on purchase intention in online shopping context. The study recommends that marketers must offer pleasant and lively virtual product experiences for creating favorable shopping atmospherics and encouraging consumers' purchase intention.


2017 ◽  
Vol 34 (7) ◽  
pp. 624-635 ◽  
Author(s):  
Marine Kergoat ◽  
Thierry Meyer ◽  
Alain Merot

Purpose The present study aims to further examine the persuasive effect of pictures in a print ad according to the recipient’s ability to process the information and to observe to what extent the presence of a picture could negatively influence recipients’ attitude toward the ad’s verbal claim. Design/methodology/approach Two studies were designed to manipulate the presence vs absence of an attractive/unattractive picture, the kind of verbal claims (affectively based vs rationally based) and the recipient’s ability to process the ad (cognitive load vs no cognitive load). Findings Main findings showed that the presence of an attractive picture elicited an unfavorable attitude toward the functional verbal claim when recipients were not cognitively charged. Furthermore, it proved to be a mediator of the influence of pictures on attitude toward the ad. The positive influence of an attractive picture on product evaluation and purchase intention was greater under a cognitive load but showed contrasting results for price perceptions. For the unattractive picture, cognitive load was found to be a moderator only when recipients had to infer the product price. Research limitations/implications The present research emphasized the negative influence of attractive pictures on functional verbal claims and the moderating role of cognitive load on pictorial stimuli either acting as peripheral or central cues in the persuasive process. Practical implications Practitioners may want to consider that an attractive picture in advertising is not always the best route for persuasion, especially when the verbal ad content emphasizes the product’s properties. Originality/value The present study provides new insights regarding the role of pictures in advertising persuasive effectiveness. Until now, no research had addressed the extent to which the presence of a picture could affect processing of an ad’s verbal claims. Additionally, the present study expands research on persuasive communication and affirms the necessity of more intensively investigating the role of pictures in advertising under the rubric of information processing level.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Karina Munari Pagan ◽  
Janaina de Moura Engracia Giraldi ◽  
Vishwas Maheshwari ◽  
André Luiz Damião de Paula ◽  
Jorge Henrique Caldeira de Oliveira

Purpose This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement. Design/methodology/approach A wine tasting experiment was performed using electroencephalography (EEG). The sample consisted of 40 students from an important Brazilian university. In the first group, the participants tasted two glasses of wine with Brazilian then French origins. In the second group, the participants only tasted one glass of wine, without the origin information. The wine was the same in both groups and from Brazilian origin. Throughout the tasting process, participants had their brain responses recorded via the EEG. Findings The main findings suggest that the country of origin did not have a significant influence on cognitive processing or preferences for consumers in general, neither for women nor consumers of high involvement. For men, there was greater cognitive processing for Brazilian wines. However, there was no preference for men among the origins of wines. For consumers with low involvement, there was a difference in cognitive processing, presenting a greater value for Brazil and without origin information. Also, for low-involvement consumers, a greater preference for wine from France was seen. Originality/value This study presents a new contribution to the literature by analysing the cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.


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