The globalization of production and markets has added a factor to the list as more and more companies shift production to overseas locations where factors of production are superior or less costly, and then market their products to consumers around th...
The globalization of production and markets has added a factor to the list as more and more companies shift production to overseas locations where factors of production are superior or less costly, and then market their products to consumers around the world. Consequently, for many international consumers a product’s country of origin (COO) can be an important cue in evaluating both domestic and foreign products.
The purpose of this study is to assess the effects of country-of-origin on Chinese consumers’ purchase intention via product category (high-involvement and low-involvement product, feeling and thinking product) effect and brand (brand awareness, purchasing experiences and product knowledge) effect. The research categorizes origin of country into America, Korea and China, and the study investigates how Chinese consumers perceive computer (high-involvement/thinking product), beer (low-involvement/ feeling product), cosmetics (high-involvement /feeling), and toothpaste (low-involvement/thinking). Almost 144 respondents Chinese were surveyed and an analysis of the data showed following results.
Firstly, huge perceptual differences existed between the American, Korean and Chinese country impressions. And COO effect on purchase intension had all significant impact towards four product categories.
Secondly, there are some differences between country origin effects according to product category. COO impacted more to high-involvement and feeling product than low-involvement and thinking ones. As a high-involvement and feeling product, purchase intension of developed country (America) was higher. But when the product is low-involvement and thinking product, purchase intention of developing country (China) is higher.
Thirdly, COO also effected purchase intension differently due to different reputation of brand. There will be more purchase intension of consumers when the COO is same as country of brand within the 4 products. The COO influence on purchase intension will be more effected when the brand reputation is higher. Also it will be more effected when consumers have less purchase experience and less products related knowledge(ex. computer).
This research can be an utility for Korean companies when designing and implementing marketing strategy with Chinese consumer’s attitude on foreign product.
，韩语论文，韩语毕业论文 |
