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 language | English |
|---|---|
| Title of host publication | PICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World |
| Publication status | Published - 2011 Oct 5 |
| Event | Portland International Center for Management of Engineering and Technology - Technology Management in the Energy-Smart World, PICMET'11 - Portland, OR, United States Duration: 2011 Jul 31 → 2011 Aug 4 |
Publication series
| Name | PICMET: Portland International Center for Management of Engineering and Technology, Proceedings |
|---|
Other
| Other | Portland International Center for Management of Engineering and Technology - Technology Management in the Energy-Smart World, PICMET'11 |
|---|---|
| Country | United States |
| City | Portland, OR |
| Period | 11-07-31 → 11-08-04 |
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All Science Journal Classification (ASJC) codes
- Business, Management and Accounting(all)
- Strategy and Management
- Management Science and Operations Research
- Management of Technology and Innovation
Cite this
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The impacts of country-of-origin effect, endorser expertise, and product involvement on product attitude and purchase intention. / Pan, Lee Yun; Chang, Shih Chi.
PICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World. 2011. 6017887 (PICMET: Portland International Center for Management of Engineering and Technology, Proceedings).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
TY - GEN
T1 - The impacts of country-of-origin effect, endorser expertise, and product involvement on product attitude and purchase intention
AU - Pan, Lee Yun
AU - Chang, Shih Chi
PY - 2011/10/5
Y1 - 2011/10/5
N2 - 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.
AB - 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.
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UR - http://www.scopus.com/inward/citedby.url?scp=80053362976&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:80053362976
SN - 1890843245
SN - 9781890843243
T3 - PICMET: Portland International Center for Management of Engineering and Technology, Proceedings
BT - PICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World
ER -