The influence of country image and perceived risk on consumer purchase intention on Korean brand automobiles in Kota Kinabalu, Sabah

Chuah , Sze Lieh (2012) The influence of country image and perceived risk on consumer purchase intention on Korean brand automobiles in Kota Kinabalu, Sabah. Masters thesis, Universiti Malaysia Sabah.

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Abstract

The present study aims to examine the influence of country image and perceived risk on the purchase intention on Korean automobiles in Kota Kinabalu. However, the perceived risk variable was excluded after the reliability test due the measurement scale was poor in reliability. The data of this study was collected through distribution of questionnaire in shopping malls and Universiti Malaysia Sabah. The target sample for this study were those who are 23 years old and above and also a car owner. The result from the regression analysis demonstrated that only one of the dimensions of country image (i.e. micro country image) has positive and significant effect on the purchase intention of Korean brand automobiles. While another dimension of country image, the macro country image was negative and not significant. The hierarchical regression results shows that the moderating effect of demographic variables (i.e. age, gender, education level and income level) were not significant in the relationship between purchase intention and each of the country image dimensions. The limitation of the study and contribution of the study were discussed. Suggestion for the future study with adding other predictor variable, adding filter question and conduct in other places were provided.

Item Type:Thesis (Masters)
Uncontrolled Keywords:country image, perceived risk, consumer, korean automobile
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:6135
Deposited By:IR Admin
Deposited On:29 May 2013 15:59
Last Modified:29 May 2013 15:59

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