The Effect of Country-of-Origin on Customer Purchase Intention: A Study of Functional Products in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Nguyen, Ngoc Duy Phuong Nguyen, Tien Dat
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2019 International Conference on Business and Economics (ICBE 2019), 251~252쪽, 전체 2쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.07.08

영문 초록

This paper examines key determinants and the effect of country-of-origin on customer’s purchase intention of functional food and dietary supplement product in Vietnam. Data was collected from a survey of 242 Vietnamese who have experienced in buying functional and supplement food. This paper employed partial least square (PLS) as a technique used to analyze the measurement and structural models. The findings provide evidence that social prestige customer perceives and their positive attitude toward functional food which are main factors influencing on consumers’ purchase intention. Customer’s perceived prestige plays an important role in decision-making process to purchase. The higher social prestige taken up in consumers’ mind, the higher consumers’ purchase intention is. Moreover, the more positive attitude customer holds toward functional food, the higher consumers’ purchase intention. The research results provide useful information in current understanding of what antecedents determine factors influencing customer’s intention to purchase functional food and lead to managerial implications for business strategies.

목차

1. Introduction

2. Research Methodology

3. Survey Administration and Sample

4. Conclusions

키워드

Consumer animosity Consumer attitude Country of origin Social prestige Functional product Vietnam