Ngoc Minh Nguyen, Hoang Huong Giang, Ngoc Thi Minh Vu, Son Anh Ta
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Cognitive country images still directly affect purchase intention when online review positiveness is low. However, online review quantity does not moderate the effects of country images on product images and purchase intention.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>Cognitive country image consistently affects purchase intention through the central route independent of online reviews. In contrast, the affective country image will likely affect purchase intention through the peripheral route when online reviews are insufficient for customers.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>Firms can mitigate the adverse effects of country image, especially cognitive country image, in foreign markets by improving online review quality and positiveness.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>Our study extended existing literature by providing a better understanding of the nature of country image and the roles of country image dimensions in shaping product image and purchase intention in the context of the increasing popularity of online reviews.</p><!--/ Abstract__block -->","PeriodicalId":45401,"journal":{"name":"Asia-Pacific Journal of Business Administration","volume":"46 1","pages":""},"PeriodicalIF":3.3000,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"How do online reviews moderate effects of country image on product image and purchase intention: cases of Korean and US products in Vietnam\",\"authors\":\"Ngoc Minh Nguyen, Hoang Huong Giang, Ngoc Thi Minh Vu, Son Anh Ta\",\"doi\":\"10.1108/apjba-07-2023-0346\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This paper examines the moderating effects of online reviews on the relationship between country image, product image, and purchase intention of products from two developed countries in Vietnam.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>This current research used a cross-sectional design. 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How do online reviews moderate effects of country image on product image and purchase intention: cases of Korean and US products in Vietnam
Purpose
This paper examines the moderating effects of online reviews on the relationship between country image, product image, and purchase intention of products from two developed countries in Vietnam.
Design/methodology/approach
This current research used a cross-sectional design. Data was collected via questionnaires, and 305 responses were left after refining. The collected data were analyzed using exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group analysis methods.
Findings
Affective country images do not directly affect purchase intention when online review quality and positivity are high. Cognitive country images still directly affect purchase intention when online review positiveness is low. However, online review quantity does not moderate the effects of country images on product images and purchase intention.
Research limitations/implications
Cognitive country image consistently affects purchase intention through the central route independent of online reviews. In contrast, the affective country image will likely affect purchase intention through the peripheral route when online reviews are insufficient for customers.
Practical implications
Firms can mitigate the adverse effects of country image, especially cognitive country image, in foreign markets by improving online review quality and positiveness.
Originality/value
Our study extended existing literature by providing a better understanding of the nature of country image and the roles of country image dimensions in shaping product image and purchase intention in the context of the increasing popularity of online reviews.
期刊介绍：
The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.
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