Title: Effects of country of origin, foreign product knowledge and product features on customer purchase intention of imported powder milk

Authors: Phuong V. Nguyen; Hoang M.P.T. Le; Khoa T. Tran

Addresses: The School of Business, International University, Vietnam National University-HCMC, Quarter 6, Linh Trung Ward, Thu Duc District, Ho Chi Minh City, Vietnam ' The School of Business, International University, Vietnam National University-HCMC, Quarter 6, Linh Trung Ward, Thu Duc District, Ho Chi Minh City, Vietnam ' The School of Business, International University, Vietnam National University-HCMC, Quarter 6, Linh Trung Ward, Thu Duc District, Ho Chi Minh City, Vietnam

Abstract: This study aims to investigate drivers of purchase intention for imported powder milk by using the PLS-SEM approach to analyse a data survey of 449 customers in Vietnam. The findings indicate that ethnocentrism has no significant impact on perceived product quality. Meanwhile, the country of origin has a significant positive effect on perceived product quality, brand attitude, and purchase intention. However, as separating the country of origin in the first-order construct, information of the country's technology is preferred than that of the country of manufacture. Specifically, foreign product knowledge plays a crucial role in purchase intention. Customers will devote more time to seeking information of imported products before buying. Notably, the subjective norm is an essential predictor of purchase intention and product attitude, in which other people around customers can affect their determination and attitude. The research also conducted a qualitative approach to insight results to make recommendations for managerial implications.

Keywords: ethnocentrism; features; product quality; country of origin; COO; product knowledge; face saving and conformity; purchase intention.

DOI: 10.1504/IJBIR.2019.100071

International Journal of Business Innovation and Research, 2019 Vol.19 No.2, pp.139 - 161

Received: 17 Aug 2017
Accepted: 16 Dec 2017
Published online: 06 Jun 2019 *

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