A experimental study about the role of country of origin effect on product evaluations and purchase ıntentions of customers

This study highlights several research proportions that will introduce country of origin effects on product evaluation and purchase intention. First, it views the theories describing consumer ethnocentrism tendency which is caused by country of origin effects. Second, in order to examine the extent to which consumer ethnocentrism tendency dimensions are cross culturally generalizable, current consumer ethnocentrism tendency scale is examined in a different cultural context, in Turkey. Thirdly, it views the theories describing country of origin effects as conceptual and theoretical frameworks. And then, it is supposed relationship between country of origin effects and product evaluation and purchase intention. Since further research is also needed to examine how country of origin effects is processed, finally, it examines some of the key contributors that will lead to product evaluation and purchase intention by means of country of origin effects. The key contributors are classified as consumer ethnocentrism tendency, product involvement and product knowledge. This study is examined the effects of country of origin cues on product evaluation and purchase intention by considering the role of consumer ethnocentrism tendency, product involvement and product knowledge through two- and three- way ANOVAs.It was resulted that highly ethnocentrism consumers in comparison to individuals with low levels of consumer ethnocentrism were evaluated more favourable and been more willing to purchase domestic products than foreign products. Also, it was found that consumers with low product involvement and product knowledge were more likely to be influenced by country of origin cues in their product evaluation and purchase intention than high product involvement and product knowledge. The results were indicated that interactions between country of origin cue, product involvement, and product knowledge was observed on product evaluation and purchase intention.