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Country image effect on Taiwanese consumers' willingness to buy from neighboring countries

Country image effect on Taiwanese consumers' willingness to buy from neighboring countries Purpose – The purpose of this paper is to develop an integrated model of Taiwanese consumers' willingness to buy from China, Japan, South Korea, and Taiwan. Design/methodology/approach – Using 284 completed questionnaires, LISREL and multi‐group analysis were employed to examine the relationships among country image, product beliefs, affect, familiarity, world‐mindedness, and willingness to buy. Findings – The empirical research results showed that country image has no direct influence on Taiwanese consumers' willingness to buy, but it has indirect influence on Taiwanese consumers' willingness to buy via product beliefs. However, affect has both direct and indirect influence on Taiwanese consumers' willingness to buy, and affect is observed to have stronger influence on product belief than on Taiwanese consumers' willingness to buy. Practical implications – Taiwanese enterprises having ongoing mass production in China are recommended to prominently feature their original Taiwanese brand names and technology cooperation with developed countries to build up positive country image. Originality/value – By introducing the concept of world‐mindedness, this research generalized the conclusion drawn by earlier research in the context of Taiwan. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Commerce and Management Emerald Publishing

Country image effect on Taiwanese consumers' willingness to buy from neighboring countries

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1056-9219
DOI
10.1108/10569210810895249
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to develop an integrated model of Taiwanese consumers' willingness to buy from China, Japan, South Korea, and Taiwan. Design/methodology/approach – Using 284 completed questionnaires, LISREL and multi‐group analysis were employed to examine the relationships among country image, product beliefs, affect, familiarity, world‐mindedness, and willingness to buy. Findings – The empirical research results showed that country image has no direct influence on Taiwanese consumers' willingness to buy, but it has indirect influence on Taiwanese consumers' willingness to buy via product beliefs. However, affect has both direct and indirect influence on Taiwanese consumers' willingness to buy, and affect is observed to have stronger influence on product belief than on Taiwanese consumers' willingness to buy. Practical implications – Taiwanese enterprises having ongoing mass production in China are recommended to prominently feature their original Taiwanese brand names and technology cooperation with developed countries to build up positive country image. Originality/value – By introducing the concept of world‐mindedness, this research generalized the conclusion drawn by earlier research in the context of Taiwan.

Journal

International Journal of Commerce and Management – Emerald Publishing

Published: Jul 31, 2008

Keywords: Country of origin; Consumer behaviour; Individual perception; Taiwan

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