The Influence of the Country-of-Origin Image, Advertising Appeal, and Product Attitude on Purchase Intention: The Moderating Effects of Product Involvement

Abstract

The main purpose of this study is to investigate the influence of Country-of-Origin image, advertising appeal, and product attitude on purchase intention, and the moderating effects of product involvement. Japan and Korea were selected as Countries-of-Origin, and the digital camera industry was taken as research objects. The television commercial was used in the experimental design to measure the respondent's purchasing intention for products from different countries. The convenience sampling method was used to collect primary data and the samples were chosen from consumers in the Taipei area. A total of 400 questionnaires were distributed, 360 effective questionnaires were collected, and the effective response rate was 90%. Regression analysis was used to test the hypotheses. The main findings were as follow: (1) The country-of-origin image has a significantly positive effect on product attitudes. (2) The technology from the country-of-origin has a significantly positive effect on product attitudes. (3) The image of the country-of-origin has a significantly positive effect on product attitudes. (4) Product attitudes have significantly positive effects on purchase intention. (5) Finally, The influence of product attitudes on consumers' purchase intention in low product involvement situations is greater than that in high product involvement situations.