Country-of-Origin Effects on Consumer Product Evaluation and Purchase Intention: The Role of Objective Versus Subjective Knowledge

This study examines the effects of country-of-origin (COO) cues on product evaluation and purchase intention by considering the role of product knowledge. This research also examines how and to what extent objective and subjective knowledge affect consumers' information processing when COO cues...

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Bibliographic Details
Published in:Journal of international consumer marketing 2009-02, Vol.21 (2), p.137-151
Main Authors: Lee, Jin Kyun, Lee, Wei-Na
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
Country-of-origin
Impact analysis
Information processing
Knowledge
objective knowledge
product knowledge
Rule of origin
Studies
subjective knowledge
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Summary:This study examines the effects of country-of-origin (COO) cues on product evaluation and purchase intention by considering the role of product knowledge. This research also examines how and to what extent objective and subjective knowledge affect consumers' information processing when COO cues are present. It was found that consumers with high product knowledge were less likely to be influenced by COO cues in their product evaluation than those with low product knowledge. Also, consumers with high objective knowledge would be less likely to rely on COO cues in their product evaluation. However, there was no significant relationship between COO cues and consumers' subjective knowledge. Implications and suggestions for future research in this area are provided.
ISSN:0896-1530
1528-7068
DOI:10.1080/08961530802153722