Title: The effect of country of origin and ethnocentrism on attitudes: a cross-cultural investigation

Authors: Li-Yueh Lee, Ao Bory

Addresses: Department of International Trade, Kun Shan University of Technology, No. 949, Da Wan Rd., Yung Kang City Tainan Hsien, Taiwan 701. ' Royal University of Law and Economics, Monivong Boulevard, Boeung Trabek Phnom Penh, PO Box 842, Cambodia

Abstract: Previous studies mostly involved consumers from the more developed countries to discuss the concept of country of origin and ethnocentrism. This paper examines the consequences of country of origin and ethnocentrism in developing and underdeveloped countries. This survey-based study, with 173 respondents from Taiwan and 140 from Cambodia, uses electronic products as stimulus. The results indicate that both Taiwanese and Cambodian respondents perceive Japanese brands electronic products as the most favourable and have high attitudes and intention to purchase. Taiwanese, Thailand, and Chinese electronic products are perceived as second, third, and fourth, respectively. Moreover, the results exhibit that consumers may disregard the concept of ethnocentrism and use brand image as the major consideration in purchasing decision-making.

Keywords: country of origin effects; consumer ethnocentrism; perceived quality; services; standards; Taiwan; Cambodia; developing countries; underdeveloped countries; electronic products; brand image; purchasing behaviour; decision making; consumer perceptions.

DOI: 10.1504/IJSS.2008.019044

International Journal of Services and Standards, 2008 Vol.4 No.3, pp.303 - 321

Published online: 27 Jun 2008 *

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