Chinese Consumers' Evaluation of Domestic and Foreign Products: The Roles of Country of Origin and Product Usage Experience

Author

Yuze Gao, University of South FloridaFollow

Graduation Year

2013

Document Type

Thesis

Degree

M.A.

Degree Granting Department

Mass Communications

Major Professor

Scott Liu

Keywords

Chinese Consumers, COO, Country of Origin, Product Usage Experience, Purchase Intention

Abstract

Although COO has been a topic of central interest in international marketing research, most work has focused on consumers in western countries. The concept of product usage experience, though often implied in COO research, has yet to be investigated more directly and explicitly. The goal of the study is to examine the relationships among COO perceptions, product usage experience and purchase intention among Chinese consumers. The study examined two kinds of product usage experiences (usage variety and frequency) pertaining to products (products in general and laptop computers in specific) made in two countries (America and China). Empirical data gathered from a survey were used to test two sets of research hypotheses pertaining to America and China respectively. The results supported the hypothesized interactions between COO ratings and product usage experiences in predicting purchase intention of American products among Chinese consumers. The interactions between COO ratings and usage experience in predicting purchase intention of Chinese products among Chinese consumers were partially supported.

Scholar Commons Citation

Gao, Yuze, "Chinese Consumers' Evaluation of Domestic and Foreign Products: The Roles of Country of Origin and Product Usage Experience" (2013). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/4892