Purpose: This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation. Design/methodology/approach: The data were collected from 386 customers via an online survey in the context of Australian food retail franchise stores in China. Findings: The findings indicate that COO origin is an important determinant of customer expectations including service quality, social value, emotional value, monetary price, behavioural price and reputation. Furthermore, the only social value was a significant predictor of willingness to pay. Although the direct effect of COO on willingness to purchase was not significant, the COO had a significant indirect effect on willingness to pay via social value. Finally, the COO has a stronger effect on monetary price expectation among customers who were aware of the country brands than those who were unaware. Originality/value: The study extends the body of knowledge related to the effect of COO during the pre-purchase process and provides important implications for retailers who are looking to enter an overseas market such as China.
This research examines the timing of a food retail franchise’s entry into Shanghai, China. Previous literature espouses the benefits of early movers, but there is a lack of focus on related conting...
Purpose: Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal loyalty, relationship with consumption communities and local network effects) and (2) loyalty expectations (i.e. service quality, reciprocity and firm innovativeness) and how these relationships are moderated by customer knowledge. Design/methodology/approach: The data were collected from 4,208 customers in the mobile ...
Industry-wide crises involving consumer products place consumers at risk. Consumers rely on institutions that constrain corporate practice and control product quality to reduce risk. As institutions vary by country, country-of-origin (COO) acts as a salient cue for consumers to identify institutional quality and thus evaluate risk when making purchase decisions. However, in the era of globalisation, identification of institutional quality becomes complex as global value chains involve different ...
#1Yukuan Xu(PolyU: Hong Kong Polytechnic University)H-Index: 2
#2Hengyun Li(PolyU: Hong Kong Polytechnic University)H-Index: 15
Last. Ziqiong Zhang(HIT: Harbin Institute of Technology)H-Index: 19
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Abstract The purpose of this study is to explore factors contributing to users' reviewing effort in the online review platform and understand the mechanism behind the effect. Based on a mixed method including secondary data analysis and experimental data analysis, the results indicate the following. (1) A user receiving more managerial responses tends to exert more reviewing effort. (2) The number of high-quality user opinions (i.e., expert reviews) for a hotel negatively moderates the influence...
AbstractThe purpose of this study is to investigate why female franchisees are under-represented in franchise ownership. A qualitative approach was adopted using a collective, instrumental case study of 30 female franchisees. A number of different types of influences were identified in the literature and then elucidated and assessed. It was found that push and pull factors, work–family life balance, franchising sector characteristics and external influences act as variable incentives and disince...
AbstractIn 2014, a classification was proposed of ways in which brands communicate their country of origin (COO). The current, exploratory study is the first to empirically investigate the frequenc...
Abstract Contributing to research on consumer segmentation in the context of country-of-origin (COO) effects, the current study focuses on the need for cognition (NFC) and need for affect (NFA) as conditioning variables on the links between country image and attitude towards the country on the one hand and consumers' product-country image (PCI) assessments on the other. We conduct two studies: one in a highly developed, EU-member country (Austria, N = 203) and one in a developing CEE country (Bo...
This chapter is aimed at providing an initial theoretical framework on the theme of the country of origin (COO) from the company’s perspective. This chapter also describes the objectives of the volume and the methodology of the research. After a brief introduction on the complexity of the COO effect on consumer purchasing behavior in international markets, the chapter clarifies the particular analytical perspective of the volume and illustrates its aims. The chapter then explains the research qu...
#1Ezgi Avci(METU: Middle East Technical University)H-Index: 2
#2Derek W. Bunn(LBS: London Business School)H-Index: 52
Last. Eric van Heck(EUR: Erasmus University Rotterdam)H-Index: 21
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Abstract For an auctioneer it is of utmost importance to design an auction mechanism that gives robust price signals which in turn increases auction performance. Information architecture and forward trading platforms are the two main information sources that could generate these price signals. However the traditional presumption that agents form rational expectations by accurately processing all available information in the online trading environment and forming their expectations accordingly ha...
Last. Xuebing Dong(SHU: Shanghai University)H-Index: 1
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Based on the cue utilization theory and congruity theory, the purpose of this paper is to investigate the mediating effects of perceived quality on the relationships between category characteristics and purchase intention for private labels.,To examine the research hypotheses, the authors conducted a questionnaire survey on 703 adult consumers in China.,The results show that perceived quality fully mediates the relationships between category complexity, risk importance, category quality variatio...