The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention
The economy of Mongolia has been growing, especially due to imports growing more than exports. The purpose of this study is to examine the impact of a Korean country-of-origin on Mongolian consumer product evaluation and purchase intention using a Korean laptop. Specifically, this study tested th...
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doaj-4efd05abda174d84a1da2dceeb39bed22020-11-25T00:03:40ZengUniversity of WarsawJournal of Marketing and Consumer Behaviour in Emerging Markets2449-66342449-66342015-03-011141410.7172/2449-6634.jmcbem.2015.1.1The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase IntentionSharmuud Haliun0Seong-Do Cho1College of Business Administration Chonnam National UniversityCollege of Business Administration Chonnam National UniversityThe economy of Mongolia has been growing, especially due to imports growing more than exports. The purpose of this study is to examine the impact of a Korean country-of-origin on Mongolian consumer product evaluation and purchase intention using a Korean laptop. Specifically, this study tested the independent and moderating roles of human values and socio-psychological variables in the relationships between country-of-origin, product evaluation, and purchase intention. The survey was conducted with 143 young respondents in Mongolia. The results of this study indicate that Korean country-of-origin positively affects Mongolian consumer product evaluation and purchase intention. Second, because the human value of power is tied into consumers’ social status and positions, Mongolian consumers with more power had weaker purchase intention for Korean country-of-origin products. However, findings show that the international social network moderates effects of Korean country-of-origin in product evaluation. In other words, Mongolian consumers with connections to international people tend to positively evaluate products imported from developed Asian countries.http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_1/JMCBEM_1(1)2015_Haliun,_Cho.pdfCountry-of-originMongolian consumerhuman value |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Sharmuud Haliun Seong-Do Cho |
spellingShingle |
Sharmuud Haliun Seong-Do Cho The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention Journal of Marketing and Consumer Behaviour in Emerging Markets Country-of-origin Mongolian consumer human value |
author_facet |
Sharmuud Haliun Seong-Do Cho |
author_sort |
Sharmuud Haliun |
title |
The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention |
title_short |
The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention |
title_full |
The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention |
title_fullStr |
The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention |
title_full_unstemmed |
The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention |
title_sort |
effects of korean country-of-origin on mongolian consumer product evaluation and purchase intention |
publisher |
University of Warsaw |
series |
Journal of Marketing and Consumer Behaviour in Emerging Markets |
issn |
2449-6634 2449-6634 |
publishDate |
2015-03-01 |
description |
The economy of Mongolia has been growing, especially due to imports growing more than exports.
The purpose of this study is to examine the impact of a Korean country-of-origin on Mongolian
consumer product evaluation and purchase intention using a Korean laptop. Specifically, this study
tested the independent and moderating roles of human values and socio-psychological variables
in the relationships between country-of-origin, product evaluation, and purchase intention. The
survey was conducted with 143 young respondents in Mongolia. The results of this study indicate
that Korean country-of-origin positively affects Mongolian consumer product evaluation and
purchase intention. Second, because the human value of power is tied into consumers’ social
status and positions, Mongolian consumers with more power had weaker purchase intention for
Korean country-of-origin products. However, findings show that the international social network
moderates effects of Korean country-of-origin in product evaluation. In other words, Mongolian
consumers with connections to international people tend to positively evaluate products imported
from developed Asian countries. |
topic |
Country-of-origin Mongolian consumer human value |
url |
http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_1/JMCBEM_1(1)2015_Haliun,_Cho.pdf |
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