The relationship of country-of-origin, consumer's attitudes and purchase intention: A study of automotive products in Kota Kinabalu

Tiong, Ying Ying (2013) The relationship of country-of-origin, consumer's attitudes and purchase intention: A study of automotive products in Kota Kinabalu. Masters thesis, University Malaysia Sabah.


Download (2MB) | Preview


The purpose of this study is to examine the relationship of country-of-origin, consumer's attitude and purchase intention in the context of tyres. The study has been examining relationship between country-of-origin attributes and consumer's attitudes; country-of-origin attributes and purchase intention; as well as the relationship between consumer's attitudes and purchase intention. The study has conceptualized country-of-origin as multidimensional construct which consists of six dimensions of attributes (Le. Innovativeness, Technology Advancement, Prestige, Workmanship, Market Presence and Price). The study involved 251 respondents throughout Kota Kinabalu Sabah to gather data and findings on. The multi regression analysis is used to test the relationship between the independent variables (Le. country-of-origin attributes) with mediator (consumer's attitudes) and dependent variables (purchase intention). The result has found that there are significant relationships in the assumptions of hypothesis of consumer's on purchase intention; and hypothesis on country-of-origin attributes on consumer's attitudes and country-of-origin attributes on purchase intention are partially supported. Besides, the hypothesis on the mediating effect of consumer's attitudes on the six country-of-origin attributes dimensions and purchase intention is also partially supported. Issue that had been arising from this study is that the market presence of the products that made in a certain country can affect the consumer's attitudes and therefore the purchase intention. Also, the country-of-origin image has a significant effect on the price that will influence the consumer's buying attitude and the willingness to buy the tyres. For future research, the study suggests that there should be an in-depth study on predicting factors that contribute to influencing country-of-origin attributes towards attitudes and purchase intention of tyres products

Item Type: Thesis (Masters)
Uncontrolled Keywords: country-of-origin, consumer's attitude, purchase intention, price
Subjects: H Social Sciences > HF Commerce
Divisions: SCHOOL > School of Business and Economics
Date Deposited: 05 May 2014 04:48
Last Modified: 26 Oct 2017 02:11

Actions (login required)

View Item View Item