Country image effect on Taiwanese consumers' willingness to buy from neighboring countries
International Journal of Commerce and Management
ISSN: 1056-9219
Article publication date: 31 July 2008
Abstract
Purpose
The purpose of this paper is to develop an integrated model of Taiwanese consumers' willingness to buy from China, Japan, South Korea, and Taiwan.
Design/methodology/approach
Using 284 completed questionnaires, LISREL and multi‐group analysis were employed to examine the relationships among country image, product beliefs, affect, familiarity, world‐mindedness, and willingness to buy.
Findings
The empirical research results showed that country image has no direct influence on Taiwanese consumers' willingness to buy, but it has indirect influence on Taiwanese consumers' willingness to buy via product beliefs. However, affect has both direct and indirect influence on Taiwanese consumers' willingness to buy, and affect is observed to have stronger influence on product belief than on Taiwanese consumers' willingness to buy.
Practical implications
Taiwanese enterprises having ongoing mass production in China are recommended to prominently feature their original Taiwanese brand names and technology cooperation with developed countries to build up positive country image.
Originality/value
By introducing the concept of world‐mindedness, this research generalized the conclusion drawn by earlier research in the context of Taiwan.
Keywords
Citation
Lee, T. and Chen, F. (2008), "Country image effect on Taiwanese consumers' willingness to buy from neighboring countries", International Journal of Commerce and Management, Vol. 18 No. 2, pp. 166-183. https://doi.org/10.1108/10569210810895249
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited