Signaling and Attribute Effects of Country-of-Origin Information: Roles of Consumer Knowledge and Involvement

Yaqin Shi, Akinori Ono

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Today, an increasing number of products made in countires other than the country in which the product is consumered. Products made in a particular country may be preferred to products made in other country because consumers perceive them as being of higher quality and/or because consumers have a favorable image toward the “made in” country. Regarding these country-of-origin effects, recent studies have suggested that country-of-origin information can be treated as an extrinsic cue of product quality (a signalling effect) or as a product attribute that can provide consumer benefits (an attribute effect). However, no reported research has yet provided a causal model that describes the purchase decision-making process with both signaling and attribute effects of the country of origin. Thus, we proposed a structural equation model and tested the model with a consumer data set. By dividing the data set into consumer groups, we conclude that signaling and attribute effects of country-of-origin may be influenced by the level of consumer knowledge as well as consumer involvement.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages304
Number of pages1
DOIs
Publication statusPublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Causal Model
  • Product Attribute
  • Product Quality
  • Purchase Intention
  • Structural Equation Model

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

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