Effects of country of origin, foreign product knowledge and product features on customer purchase intention of imported powder milk

Phuong V. Nguyen, Hoang M.P.T. Le and Khoa T. Tran

International Journal of Business Innovation and Research, 2019, vol. 19, issue 2, 139-161

Abstract: This study aims to investigate drivers of purchase intention for imported powder milk by using the PLS-SEM approach to analyse a data survey of 449 customers in Vietnam. The findings indicate that ethnocentrism has no significant impact on perceived product quality. Meanwhile, the country of origin has a significant positive effect on perceived product quality, brand attitude, and purchase intention. However, as separating the country of origin in the first-order construct, information of the country's technology is preferred than that of the country of manufacture. Specifically, foreign product knowledge plays a crucial role in purchase intention. Customers will devote more time to seeking information of imported products before buying. Notably, the subjective norm is an essential predictor of purchase intention and product attitude, in which other people around customers can affect their determination and attitude. The research also conducted a qualitative approach to insight results to make recommendations for managerial implications.

Keywords: ethnocentrism; features; product quality; country of origin; COO; product knowledge; face saving and conformity; purchase intention. (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=100071 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:19:y:2019:i:2:p:139-161

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().