The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention
Journal Title: Journal of Marketing and Consumer Behaviour in Emerging Markets - Year 2015, Vol 1, Issue 1
Abstract
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.
Authors and Affiliations
Sharmuud Haliun, Seong-Do Cho
A conceptual model for driving green purchase among indian consumers
Marketing is considered as responsible for increasing consumerism and overuse of limited resources. An endeavour to promote sustainable consumption is the need of the hour and an answer to growing concerns towards it is...
Generation Y on the e-commerce market. Comparison between Polish and South Korean young consumers’ behaviour
This article investigates the problem of Polish and South Korean Millennials’ consumer behaviour on the e-commerce market. There were arguments about whether Generation Y members as Digital Natives are rather a coherent...
The review of the book “Employer Branding – Eine wissenschaftliche Analyse des State-of-the Art empirischer Untersuchung im Bereich Employer Branding” written by Peter Kuhn
This paper is a review of a book about employer branding written by Peter Kuhn. The comments and suggestions concerning its content are based on the literature available in English, German and Polish. Employer branding i...
Authenticity in marketing: a response to consumer resistance?
Prior research points out the emerging phenomenon of consumer resistance in terms of resistance towards the marketing discipline. At the same time, extant literature suggests the increasing importance of authenticity in...
Gender differences in mall shopping: a study of shopping behaviour of an emerging nation
Fast developments in the food retailing industry have led to growth of shopping malls, particularly in the large cities of Saudi Arabia. The purpose of this study is to compare men and women for differences in mall shopp...