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    Revisiting Country Image–Examining the Determinants towards Consumers' Purchase Intention of High Technological Products

    Access Status
    Fulltext not available
    Authors
    Nai, I.
    Cheah, Isaac
    Phau, Ian
    Date
    2018
    Type
    Journal Article
    
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    Citation
    Nai, I. and Cheah, I. and Phau, I. 2018. Revisiting Country Image–Examining the Determinants towards Consumers' Purchase Intention of High Technological Products. Journal of Promotion Management. 24 (3): pp. 420-440.
    Source Title
    Journal of Promotion Management
    DOI
    10.1080/10496491.2018.1378308
    ISSN
    1049-6491
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/67845
    Collection
    • Curtin Research Publications
    Abstract

    © 2018 Taylor & Francis. The purpose of this study is to investigate consumers' perceptions towards a developed country image (e.g. USA) and a developing country image (e.g. China) in relation to evaluating and buying high technological products, more specifically, smartphones. In addition, the research also examines the effects of consumer aspirations and product knowledge as consumption traits towards buying behavior. A self-administered questionnaire was employed for this study using established scales with the questions formulated around two countries, USA and China. It was administered through a mall intercept method and a particular focus will be associated to the comparison of China and USA. The stark contrast between the two countries in terms of their image and stature presents an insightful inquiry into the relevancy of country image and country of origin image importance in modern day context. The results show that country image as an evaluation cue is still pertinent in a generation where globalization is present. Results further highlights that although possessing a positive country image leads to a positive evaluation of the product country image, it however does not ensure a successful purchasing intent. Additionally, it is beneficial to note that the results for both USA/IPhone and China/Xiaomi showed a significantly greater path coefficient as compared to other causal paths. Potential moderating factors such as product involvement or pricing can also be explored. Future research should attempt to account for socio economic or demographic factors such as important controls for education, social status and income that are bound to impact on the relationships at the heart of the proposed research hypotheses.

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