The impacts of country-of-origin effect, endorser expertise, and product involvement on product attitude and purchase intention

Lee Yun Pan, Shih Chi Chang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Under globalizing trend, consumers have a lot of chances to purchase foreign goods. Consumers are easily to search product information via internet and make purchase decisions according to the information collected. Some consumers would evaluate product quality according to the country of origin. Past researches showed customers would take country of origin of products as important criteria to make purchase decisions. Generally speaking, consumers of developed countries would have higher perceived risk on products of developing countries. Consumers of developing countries would have less confidence on their own products. Therefore, how to reduce the negative influences from inferior country of origin is an important research issue. In this paper, we take digital still camera (DSC) as our research object. We conducted experimental design by manipulating country of origin (high vs. low) and endorser expertise (high vs. low). Besides, we came out 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. Besides, respondents with lower product involvement are more easily influenced by country of origin and endorser expertise.

Original languageEnglish
Title of host publicationPICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World
Publication statusPublished - 2011 Oct 5
EventPortland International Center for Management of Engineering and Technology - Technology Management in the Energy-Smart World, PICMET'11 - Portland, OR, United States
Duration: 2011 Jul 312011 Aug 4

Publication series

NamePICMET: Portland International Center for Management of Engineering and Technology, Proceedings

Other

OtherPortland International Center for Management of Engineering and Technology - Technology Management in the Energy-Smart World, PICMET'11
CountryUnited States
CityPortland, OR
Period11-07-3111-08-04

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Strategy and Management
  • Management Science and Operations Research
  • Management of Technology and Innovation

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  • Cite this

    Pan, L. Y., & Chang, S. C. (2011). The impacts of country-of-origin effect, endorser expertise, and product involvement on product attitude and purchase intention. In PICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World [6017887] (PICMET: Portland International Center for Management of Engineering and Technology, Proceedings).