THE IMPACT OF NEED FOR VARIETY ON COUNTRY IMAGE EFFECTS

Ting-Hsiang Tseng

Global Journal of Business Research, 2014, vol. 8, issue 2, 45-53

Abstract: This study applies the concept of product typicality to account for graded country images effects across products of a country on consumers’ purchase intention. Consumers need for variety impacts consumer purchase intentions when the perspective of product typicality is applied. A two-by-two between subjects experiment was conducted in Taiwan with 152 undergraduate students. The results of the experiment suggest that typical products of a country attract more purchase intention and possess more positive country images than atypical products. Moreover, consumers with a high need for variety exhibit lower purchase intention to products, especially to atypical products of a country, than consumers with low need for variety. However, consumer need for variety is independent of the evaluation of country images.

Keywords: Country-of-Origin; Product Typicality; Need for Variety (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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