The Impact of Country-of-Origin Effects on Industrial Buyers' Perceptions of Product Quality (1)

摘要: Abstract * This study extends prior industrial buyer research on COO effects by decomposing the country-of-origin construct into three components: country of design, product assembly and parts manufacture, examining their decomposed measures quality (design, conformance to specification, manufacturing). The Model was tested a bi-national sample US Mexican purchassing agents. Two products with dichotomous economic performance risk elements were rated (explosion-proof motor electronic power relay). Key Results Each components affected purchasing agents' perceptions in distinctly different ways for both countries. more international markets become, greater salience (COO) sellers' buyers' decisions (Bilkey 1993). Rising global integration is forcing firms reexamine strategies from raw material sourcing manufacturing distribution channels worldwide advertising. Companies are constantly seeking any competitive edge that will give them an advantage over competitors. Country origin underdeveloped area regards using consumers' help formulate foreign direct investment, production, sourcing, advertising, other strategies. Although influenced numerous variables including after sales service, proximity suppliers or warehouses, design specifications, etc. (Hutt/Speh 1989, Thorelli/Glowacka 1995), this focus specifically because cues directly uniquely impact these perceptions. address is: How do quality? Literature Review has often been examined information theoretic perspective as cue (Peter/Olson 1987). Products may be conceived consisting array intrinsic extrinsic. Intrinsic involve physical composition such flavor, color, texture, fit, cannot fully appreciated until they actually experienced buyer, e.g., sound stereo speakers. Extrinsic external itself but related it price, brand, warranties, (Liefeld Buyers use extrinsic basis evaluations difficult discern product's true quality. one particularly when buyers less familiar (Han/Terpstra 1988) and/or not available (Huber/McCann 1982, Olson 1977). Industrial essentially same cognitive processes determining choices consumers. Indeed, although follow formalized procedures, no rational making purchase than consumers (Fern/Brown 1984, Wilson 2000). Specifically, (2000) argued "the organizational behavior theory based largely exceptional examples (e.g., expensive strategic purchases) whereas vast bulk routine occasions suggest typical pattern agents acting delegated discretion, virtually individuals" (p.781). Moreover, most historically "dominated default paradigm large organizations operating primarily context western markets" (Wilson 2000, p. 783). In words, many members complex employed family organizations, small business enterprises, not-for-profits, …