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The Impact Of Need For Variety On Country Image Effects

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  • Ting-Hsiang Tseng

Abstract

This study applies the concept of product typicality to account for graded country images effects across products of a country on consumers’ purchase intention. Consumers need for variety impacts consumer purchase intentions when the perspective of product typicality is applied. A two-by-two between subjects experiment was conducted in Taiwan with 152 undergraduate students. The results of the experiment suggest that typical products of a country attract more purchase intention and possess more positive country images than atypical products. Moreover, consumers with a high need for variety exhibit lower purchase intention to products, especially to atypical products of a country, than consumers with low need for variety. However, consumer need for variety is independent of the evaluation of country images.

Suggested Citation

  • Ting-Hsiang Tseng, 2014. "The Impact Of Need For Variety On Country Image Effects," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 8(2), pages 45-53.
    • Handle: RePEc:ibf:gjbres:v:8:y:2014:i:2:p:45-53
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    References listed on IDEAS

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    More about this item

    Keywords

    Country-of-Origin; Product Typicality; Need for Variety;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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