Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of Origin
In the era of globalization, the significance of a product's Country of Origin (COO) in consumer behavior studies has gained prominence. COO serves as an intangible cue influencing consumers' purchasing decisions and product evaluations. Amidst the escalating trends of global trade and com...
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| Format: | Article |
| Language: | English |
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Faculty of Commerce & Manangement Studies, University of Kelaniya
2024-04-01
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| Series: | Kelaniya Journal of Management |
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| Online Access: | https://kjm.sljol.info/articles/7797/files/66401f40c616c.pdf |
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| author | P. S. Chacko |
| author_facet | P. S. Chacko |
| author_sort | P. S. Chacko |
| collection | DOAJ |
| description | In the era of globalization, the significance of a product's Country of Origin (COO) in consumer behavior studies has gained prominence. COO serves as an intangible cue influencing consumers' purchasing decisions and product evaluations. Amidst the escalating trends of global trade and competition, COO emerges as a powerful determinant impacting the competitive positioning and business success of brands. Given this context, this study aims to elucidate the influence of COO on the purchasing behaviors of young Indian consumers in the context of white goods. Additionally, the study delves into the intricate interplay among COO, product evaluation, and purchase intention within the home appliances industry in India. Utilizing mediation analysis, the study reveals that product evaluation significantly mediates the relationship between COO and consumers' purchase intentions regarding white goods. |
| format | Article |
| id | doaj-art-91f5282dae9f4d6cb90aada9cb286614 |
| institution | Kabale University |
| issn | 2279-1469 2448-9298 |
| language | English |
| publishDate | 2024-04-01 |
| publisher | Faculty of Commerce & Manangement Studies, University of Kelaniya |
| record_format | Article |
| series | Kelaniya Journal of Management |
| spelling | doaj-art-91f5282dae9f4d6cb90aada9cb2866142025-08-20T03:39:22ZengFaculty of Commerce & Manangement Studies, University of KelaniyaKelaniya Journal of Management2279-14692448-92982024-04-011301566710.4038/kjm.v13i1.7797Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of OriginP. S. Chacko0https://orcid.org/0000-0002-3857-5913Department of Management Studies, Toc H Institute of Science & Technology, Kerala, IndiaIn the era of globalization, the significance of a product's Country of Origin (COO) in consumer behavior studies has gained prominence. COO serves as an intangible cue influencing consumers' purchasing decisions and product evaluations. Amidst the escalating trends of global trade and competition, COO emerges as a powerful determinant impacting the competitive positioning and business success of brands. Given this context, this study aims to elucidate the influence of COO on the purchasing behaviors of young Indian consumers in the context of white goods. Additionally, the study delves into the intricate interplay among COO, product evaluation, and purchase intention within the home appliances industry in India. Utilizing mediation analysis, the study reveals that product evaluation significantly mediates the relationship between COO and consumers' purchase intentions regarding white goods.https://kjm.sljol.info/articles/7797/files/66401f40c616c.pdfcountry of originglobalizationmediation analysisproduct evaluationpurchase intentionwhite goods |
| spellingShingle | P. S. Chacko Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of Origin Kelaniya Journal of Management country of origin globalization mediation analysis product evaluation purchase intention white goods |
| title | Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of Origin |
| title_full | Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of Origin |
| title_fullStr | Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of Origin |
| title_full_unstemmed | Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of Origin |
| title_short | Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of Origin |
| title_sort | effect of product evaluation on purchase intention toward white goods mediating role of country of origin |
| topic | country of origin globalization mediation analysis product evaluation purchase intention white goods |
| url | https://kjm.sljol.info/articles/7797/files/66401f40c616c.pdf |
| work_keys_str_mv | AT pschacko effectofproductevaluationonpurchaseintentiontowardwhitegoodsmediatingroleofcountryoforigin |