원산지 효과에서의 자민족 중심성향의 조절역할에 관하여

초록

The current study seeks to understand the boundary condition for the country-of-origin effect by examining the role of consumer ethnocentrism in a context where no domestic alternative is available in a consumer decision environment. There was a significant main effect of COO cues on product quality perception but not on purchase intention. When consumer ethnocentrism is considered as a potential moderator the strength of main effect of COO cues on product quality perception is not affected. However, purchase intention, which was not found to be statistically different between a PDA made in Japan and Korea, was moderated by the level of consumer ethnocentrism. In summary, few studies examined the effect of consumer ethnocentrism in a comparison between two or more foreign products where the available products in the consumers’ decision context are all foreign made. Since the world economy has become increasingly interdependent, however, consumers are often faced with a choice between two or more foreign products while no domestic alternative is available. Thus, this study provides valuable insights to the conditions under which COO cues influence consumers’ product evaluation and purchase intention through the lens of consumer ethnocentrism.

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