고상황적 관여도가 원산지 단서의 사용에 항상 저항하는가? : 상황적 관여도와 제품지식의 통합효과

Abstract

This study builds on extensive past country of origin (COO) research while it simultaneously broadens the scope of investigation by including moderating factors of COO effects. An experimental study was carried out to understand how situational involvement (SI) and product knowledge jointly affect COO cues' influence on consumer's product evaluation for a product made in two different Asian countries;Japan and Korea. Study results indicate that although COO cues could be an effective means of producing favorable product perception, the role of COO cue as a heuristic/peripheral cue is dependent upon an individual's SI and product knowledge. Specifically, this study identifies that the moderating role of SI is qualified when considered in conjunction with product knowledge thereby suggesting three-way interaction among COO, SI and product knowledge.