Nowadays, globalization has opened the doors for companies to do business across the globe. So that, when brands go global, country-of-origin (COO) has become a significant phenomenon in consumer purchase intention studies. This study was conducted in developing country- Vietnam and developed country – Taiwan. After reviewing relevant literature, a survey was conducted taking product namely smartphone. These originated the motivation of this study. The purpose of this study is to investigate the effect of country-of-origin (COO) cues on purchase intention. Furthermore, this research also highlights the moderating effects of consumer involvement on the relationship between country-of-origin (COO) and consumer purchase intention.
Country of Origin, the independent variable; purchase intention, the dependent variable; and consumer involvement is the moderator variable. Full – Profile Approach of Conjoint Analysis has been used to measure the effect of country-of-origin on consumer involvement. Besides, Zaichkowsky’s Personal Involvement Inventory has been used to measure consumer involvement. A total 358 questionnaires were distributed to 206 consumers in Vietnam and 152 consumers in Taiwan as well. In addition, the result indicate that country-of-origin (COO) has significant influence on consumer purchase intention in Vietnam and this effect will not be strengthened with low consumer involvement in both of Vietnam and Taiwan. In addition, this research is valuable to marketers who work on related topics according to the country of origin perspective.
