Abstract/Details

Taiwanese consumers' perceptions of luxury handbags in the country -of -origin effect


2006 2006

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Abstract (summary)

The research on the effect of "country-of-origin" (COO) or "Made in..." label has attracted extensive attention from academic researchers and marketers for the past three decades. Moreover, the country-of-origin effect will be more progressively salient in the era of the global marketplace due to multinational companies who are seeking production in lower cost countries. Thus, considering the country-of-origin effect on consumers' perceptions of products becomes more important. This study is the first to examine the country-of-origin effect, and how it may possibly influence Taiwanese consumers' perception and purchase intentions when evaluating a luxury handbag.

The specific purpose of this research study was (a) to examine the effect of the COO on consumers' perception of product quality, prestige, workmanship as well as their purchase intentions; (b) to explore the relative importance of the COO and the brand name when consumers evaluate a luxury handbag; (c) to explore the influences of incongruent information between the COO and brand origin on consumers' product evaluation; (d) to explore consumers' purchase intention and the price they are willing to pay for luxury handbags made in different countries; and (e) to generate practical implication for luxury handbag manufacturers that consider moving their production into less reputable countries.

The findings of this research study indicated that Taiwanese consumers are sensitive to the country-of-origin information when evaluating a luxury handbag. Taiwanese consumers tend to believe that luxury handbags made in well-developed countries will have better quality, prestige, and workmanship than handbags made in less-developed countries. Additionally, Taiwanese consumers have higher expectations from a higher equity brand; thus, the incongruent information between the COO and the brand origin will produce larger negative effects on product evaluation. With regard to the price expectation, Taiwanese consumers are willing to pay a higher price for the reputable COO and expect greater price discounts for the less reputable COO. Recommendations for luxury handbag manufacturers and future study are also discussed.

Indexing (details)


Subject
Marketing;
Handbags & purses;
Perceptions;
Rule of origin;
Product quality;
Prestige;
Brands;
Prices;
Studies
Classification
0338: Marketing
Identifier / keyword
Social sciences; Brand origin; Buying; China; Consumers; Country of origin; Luxury handbags; Taiwanese
Title
Taiwanese consumers' perceptions of luxury handbags in the country -of -origin effect
Author
Han, Hsin-Tien
Number of pages
161
Publication year
2006
Degree date
2006
School code
1381
Source
DAI-A 67/05, Dissertation Abstracts International
Place of publication
Ann Arbor
Country of publication
United States
ISBN
9780542694431
Advisor
Scialli, Joan
University/institution
Lynn University
University location
United States -- Florida
Degree
Ph.D.
Source type
Dissertations & Theses
Language
English
Document type
Dissertation/Thesis
Dissertation/thesis number
3217960
ProQuest document ID
304911782
Copyright
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.
Document URL
http://search.proquest.com/docview/304911782
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