ผลของภาพลักษณ์ประเทศแหล่งกำเนิดสินค้า ประเทศผู้ผลิตสินค้า และความเกี่ยวพันต่อพฤติกรรมผู้บริโภค

Abstract

This research was (2 x 2) x 2 mixed between-within subjects factorial designed, experimental research with the objectives that were to examine the main and the interactioneffects of country of origin image (i.e., favorable and unfavorable country images) and country of manufacture image (i.e., favorable and unfavorable country images) with the different levels of product involvement (i.e., high and low involvement products) on consumer behavior, that consisted of perceived quality, attitude toward the product, attitude toward the brand, and purchase intention. One hundred and thirty-nine undergraduate students at Chulalongkorn University were served as the experimental participants during April 2015.The findings presented that different country of origin image had main effect on perceived quality and attitude toward the brand in case of low-involvement product while in case of high-involvement product, different country of manufacture image had main effect on perceived quality, attitude toward the product and purchase intention. In addition, the result also indicated that different types of product involvement had main effect on purchase intention for product with a favorable country of origin image and had main effect on perceived quality, attitude toward the product and attitude toward the brand for product with a favorable country of manufacture image. Furthermore, different types of product involvement was also found to have main effect on perceived quality, attitude toward the brand and purchase intention for product with an unfavorable country of origin image, and had main effect on purchase intention for product with an unfavorable country of manufacture image as well.