A mixed-method approach to study country of origin effects on brand perceptions in international online behaviour

Abstract

This study employs a mixed-method approach to online purchase intent in an international setting, with a combination of focus group interviews with a structural model based on a multi-national survey, consisting of 734 online consumers from 58 countries. Geographical borders make less of a difference online and call for an investigation regarding the effect of country of origin (COO) and brand preferences on purchase intent when consumers purchase online from foreign countries. Quantitative data analysis of the data set revealed that the effect on consumers' purchase intent and their openness to foreign countries and brand preferences are conditionally intertwined. However, if little is known or top-of-mind during the purchase decision process, the brand and its image have greater weight, thus alluding to the need to assess further the fundamental judgments and decisions used in online purchase decisions.