Information Search and Purchase Intention for "Made in China "Products by Ethnicity
The objective of this research is to examine perception towards the products “Made in China” between the Malays and Chinese. Specifically, it looks into relationship between country-of-origin (COO) image, product knowledge, product involvement with information search and purchase intention. It fur...
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| Main Authors: | , , |
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| Format: | Proceeding |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/12924/1/Information%20Search.pdf http://ir.unimas.my/id/eprint/12924/ |
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| Institution: | Universiti Malaysia Sarawak |
| Language: | English |
| Summary: | The objective of this research is to examine perception towards the products “Made in China” between the Malays
and Chinese. Specifically, it looks into relationship between country-of-origin (COO) image, product knowledge,
product involvement with information search and purchase intention. It further examines the difference of
perception between the Malays and Chinese with their respective ethnic identification. A total of 550
questionnaires were distributed at a Public Institution of Higher Learning. 252 copies from the Malay respondents
and 251 copies from Chinese were subsequently collected. Statistical tests of relationship and difference in SPSS
21.0 were used. The findings show that there is significant difference between COO image and product
involvement among the Malay and Chinese respondents. Besides, there is difference between COO image and
product knowledge among the Malays with strong and weak ethnic identification. As for the Chinese, the
difference between strong and weak ethnic identification is found in COO image. In addition to the magnitude of
ethnicity, this study also underscores the importance to understand customers’ product involvement due to its
effect on information search and purchase intention. |
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