The Moderating Influence of Country of Origin Information Seeking on Homophily and Product Satisfaction
Abstract
The purpose of the research was to investigate when consumers concurrently select a range of retail products online, what percentage of products need country of origin (COO) identification. Moreover, will COO information seeking positively moderate the relationship between homophily and product satisfaction. Participants were recruited through an online survey platform (MTurk). The results appear to be the first to quantify the number of retail...
Paper Details
Title
The Moderating Influence of Country of Origin Information Seeking on Homophily and Product Satisfaction
Published Date
Nov 22, 2017
Volume
24
Issue
3
Pages
332 - 348
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