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Abstract
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Article Information:
The Effect of Country of Origin on Purchase Intention: The Role of Product Knowledge
Kamal Ghalandari and Abdollah Norouzi
Corresponding Author: Kamal Ghalandari
Submitted: January 05, 2012
Accepted: January 31, 2012
Published: May 01, 2012 |
Abstract:
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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.
Key words: Country of origin, product knowledge, purchase intention, , , ,
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Cite this Reference:
Kamal Ghalandari and Abdollah Norouzi, . The Effect of Country of Origin on Purchase Intention: The Role of Product Knowledge. Research Journal of Applied Sciences, Engineering and Technology, (09): 1166-1171.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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