Country-of-origin effect on consumer's adoption of cultural & creative products

Authors: Hsiu-Li Chen; Zhu-Chun Chang;

Journal: Chia Da Management Review. Dec. 2009, 29(2): 21-45.

Keywords: Cultural and creative product;Country of origin;Association effect

Abstract:
Since the mid-1960s, numerous researches have successfully employed country-of-origin (COO) in evaluating consumers' purchasing decisions. On the other hand, on the context of globalization, consumers have more opportunities to select cultural & creative products (C&C products) from foreign countries. Previous studies on analyzing COO effects seldom focus on C&C products. To fill up the gap, this study tries to examine COO effects on the purchases of a core as well as a peripheral C&C products. Moreover, this study also tests the intervening effect of country familiarity on COO and consumer's attitude toward C&C product and the association effect between different C&C product categories. The empirical results of this study are as follows. (1) COO effect will influence consumers' attitudes toward the C&C product and in turn influence their purchase/adoption intentions. (2) Consumers' attitudes toward the 'core' C&C product positively affect their purchase/adoption intentions on the 'peripheral' C&C product. (3) 'Country familiarity' has an intervening effect on COO and consumer's attitude toward the core C&C products. (4) There is an 'association effect', i.e., consumer will infer the quality of an unfamiliar C&C product category from the q uality of a familiar C&C product category.