- 期刊
- OpenAccess
The Effect of Country of Origin on Purchase Intention: The Role of Product Knowledge
並列摘要
The purpose of this study is to investigate the effects of country-of-origin (COO) cues on purchase intention by considering the role of product knowledge. On the basis of the results of the present study, marketers are able to do a more effective job in formulating the contents of their messages in marketing communications. A total of 380 questionnaires were distributed to university students. Country-of-origin, the independent variable, was measured using Maheswaran (1994) scale; purchase intention, the dependent variable; and product knowledge was the moderator variable. Structural equation modeling was used for data analysis and to test the hypotheses. The results show that the effect of production origin country on willingness to purchase in individuals with low product knowledge is greater than in those with high product knowledge; also the effect of production origin country on willingness to purchase in individuals whit low objective knowledge is greater than that in those with high objective knowledge. In final, Structural equation modeling shows that the effect of production origin country on willingness to purchase in individuals with low and high subjective knowledge of product is rejected because of quantity of T-value which are 1.4 and 1.9 respectively.