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- W2959514311 abstract "Smartphone technology gives customers many choices. Some extrinsic and intrinsic cues of the product, as well as internal factors from the consumers, affect these choices. This study investigated country of origin (COO), an extrinsic cue that affects consumer product evaluation (PE) on smartphones in Taiwan. This study proposed a model named Product-Evaluation Model (PEM) extending the scopes from literature to evaluate the relationship of COO, consumer ethnocentrism (CE), product knowledge (PK), and PE through analyzing 600 smartphone users surveyed in Taiwan. Analytical results display that country of origin and product knowledge have impacts on consumer evaluation whereas consumer ethnocentrism does not have. Additionally, PK has the moderating effect on the relationship between PE and COO, and COO has the moderating effect on the relationship between PK and PE." @default.
- W2959514311 created "2019-07-23" @default.
- W2959514311 creator A5050503656 @default.
- W2959514311 date "2019-01-01" @default.
- W2959514311 modified "2023-09-26" @default.
- W2959514311 title "Moderating Effect of Country of Origin to the Evaluation of Cellphones" @default.
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- W2959514311 doi "https://doi.org/10.1007/978-3-030-22335-9_19" @default.
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