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An Empirical Study about the Influence of Country Personality and Product Involvement on Consumer’s Purchase and Visit Intentions

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The purpose of this paper is to understand the influence of country personality dimensions and product involvement on European consumers purchase and visit intentions, considering the Portuguese context. The increasing economic globalisation has resulted in the reducing of trade barriers between nations and the availability of more foreign products and services across borders. Therefore, the place associations of these products and services might be regarded as a potential competitive differentiator in their respective markets. A questionnaire measuring country personality dimensions, product involvement, and consumer’s purchase and visit intention was passed on a sample of 335 European consumers. This study rather assesses common CP within European consumers and offers a new perspective about the influence of CP dimensions and PI on European consumers’ purchasing and visiting intentions. Findings show that product involvement and wickedness have a significant influence, positive and negative respectively, on consumer’s purchase intentions, whereas assiduousness and product involvement have a significant positive influence on consumer’s visit intentions. On developing marketing strategies, international marketers and governmental decision-makers should consider product involvement attributes and specific country personality traits to provide the country’s products with a competitive edge, as well as to promote the country as a travelling destination.

Abstract

1. Introduction

2. Literature Review

3. Research Methods

4. Results and Conclusions

References

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