The asymmetric influence of cognitive and affective country image on rational and experiential purchases

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this research is to differentiate and examine how country image (cognitive and affective image) has different impacts on product judgment and purchase intention in rational versus experiential purchases. Design/methodology/approach -A large-scale survey involving over 1,200 consumers was conducted in China. Structural equation modeling was used to analyze the data and test hypotheses. Findings -Empirical results show that the impact of country image on consumer purchase intention is mediated by general and category product image. In particular, the impact of cognitive country image on category product image is fully mediated by general product image in both rational and experiential purchases, whereas the affective country image has a direct impact on category product image in experiential but not in rational purchases. Research limitations/implications -This research extends the extant country-of-origin literature and shows that the product image dimension of the country-of-origin construct mediates the effect of the country image dimension of the country-of-origin construct on consumer purchase intention, and demonstrates the different effect of affective country image on product image in rational versus experiential purchases. Practical implications -The findings of this research can help multinational marketers, exporters and retailers to better decide when to benefit from their positive country image and avoid the potential pitfalls associated with negative country image.

A study on country images, destination beliefs, and travel intentions: A structural equation model approach

“…Lee and Lockshin (2012) state that PCI works like other intangible cues such as price, where higher prices may signal better quality. Although previous research has shown that a product's country of origin is related to individuals' product evaluation and choice, findings regarding the actual impact appear to be inconsistent (Li, Wang, Jiang, Barnes, & Zhang, 2014). Therefore, as Li et al (2014) argue, there is a need for further studies to explore the antecedents, nuances, and conditions in which country of origin can influence individuals' behavior.…”

“…De Nisco et al (2015) state that in PCI literature, country image is often operationalized through the following three components (see also Laroche et al, 2005;Papadopoulos, 1993;Papadopoulos et al, 2013;Li et al, 2014;Koubaa, Methamem, & Fort, 2015 Despite the theoretical appeal of the above conceptualization, most studies using the PCI approach have not considered the multidimensionality of country image when operationalizing the construct (Laroche et al, 2005;Koubaa et al, 2015). For example, according to Li et al (2015), most studies consider country image as a cognitive construct (see also Elliot, 2008).…”

“…According to Roth and Diamantopoulos (2009), this hierarchical structure is based on the theory of reasoned action (Fishbein & Ajzen, 1975), which assumes that a person first forms beliefs about a certain country and after that relies on these beliefs to develop feelings about that country. Similarly, De Nisco et al In PCI research, it is widely argued that individuals may use cognitive country image as a halo to form general quality perceptions of products from that country (see, e.g., Han, 1989;Li et al, 2014). For example, Laroche et al (2005) have argued that when individuals have little knowledge about a foreign product's attributes, they are likely to use country of origin to evaluate the product and its quality.…”

Peran Community Advice Sebagai Pemoderasi Dalam Keputusan Pembelian

“…Pemikiran obyektif dari motif rasional antara lain fungsi, kebutuhan, kualitas pelayanan, garansi, tersedianya bantuan teknis, pengiriman yang tepat waktu, keuntungan finansial, dan tahan lama. Motif rasional berdasarkan pada keinginan atau hasrat untuk menghemat waktu dan uang, meningkatkan keuntungan finansial, mendapat kualitas jasa, jaminan tahan lama dan kepastian keamanan dengan menggunakan analisis logika dan pemahaman (Li, Lu, Jiang, Barnes, Zhang, 2014).…”

“…Perasaan nyaman 3 Keputusan Pembelian adalah proses penentuan pilihan konsumen dari berbagai alternative pilihan yang ada terhadap produk yang paling sesuai dengan kebutuhan yang diinginkan. Sumber: modifikasi dari Li et al, 2014;Yusa (2015); Hoque et al, (2012); Pentina et al, (2008).…”