Author: Ting-Hsiang TsengPublisher:
ISBN:
Category :
Languages : en
Pages : 9
Book Description
This study applies the concept of product typicality to account for graded country images effects across products of a country on consumers' purchase intention. Consumers need for variety impacts consumer purchase intentions when the perspective of product typicality is applied. A two-by-two between subjects experiment was conducted in Taiwan with 152 undergraduate students. The results of the experiment suggest that typical products of a country attract more purchase intention and possess more positive country images than atypical products. Moreover, consumers with a high need for variety exhibit lower purchase intention to products, especially to atypical products of a country, than consumers with low need for variety. However, consumer need for variety is independent of the evaluation of country images.