How do online reviews moderate effects of country image on product image and purchase intention: cases of Korean and US products in Vietnam

IF 3.3 Q2 BUSINESS
Ngoc Minh Nguyen, Hoang Huong Giang, Ngoc Thi Minh Vu, Son Anh Ta
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引用次数: 0

Abstract

Purpose

This paper examines the moderating effects of online reviews on the relationship between country image, product image, and purchase intention of products from two developed countries in Vietnam.

Design/methodology/approach

This current research used a cross-sectional design. Data was collected via questionnaires, and 305 responses were left after refining. The collected data were analyzed using exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group analysis methods.

Findings

Affective country images do not directly affect purchase intention when online review quality and positivity are high. Cognitive country images still directly affect purchase intention when online review positiveness is low. However, online review quantity does not moderate the effects of country images on product images and purchase intention.

Research limitations/implications

Cognitive country image consistently affects purchase intention through the central route independent of online reviews. In contrast, the affective country image will likely affect purchase intention through the peripheral route when online reviews are insufficient for customers.

Practical implications

Firms can mitigate the adverse effects of country image, especially cognitive country image, in foreign markets by improving online review quality and positiveness.

Originality/value

Our study extended existing literature by providing a better understanding of the nature of country image and the roles of country image dimensions in shaping product image and purchase intention in the context of the increasing popularity of online reviews.

在线评论如何调节国家形象对产品形象和购买意向的影响:韩国和美国产品在越南的案例
目的 本文探讨了在线评论对越南两个发达国家的国家形象、产品形象和产品购买意向之间关系的调节作用。通过问卷收集数据,经过提炼后留下 305 份答卷。研究结果当在线评论质量和积极性较高时,情感型国家形象不会直接影响购买意向。当在线评论积极性较低时,认知型国家形象仍会直接影响购买意向。研究局限/意义认知型国家形象始终通过中心路径影响购买意向,与在线评论无关。原创性/价值我们的研究扩展了现有文献,在在线评论日益普及的背景下,更好地理解了国家形象的本质以及国家形象维度在塑造产品形象和购买意向方面的作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.20
自引率
13.20%
发文量
69
期刊介绍: The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.
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