the impact of price on country of origin towards attitude and purchase intention

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1、TheImpactofPriceonCountryofOriginEffecttowardsAttitudeandPurchaseIntentionBYFanWaiYanVeeanne04003519ChinaBusinessStudiesMajorAnHonoursDegreeProjectSubmittedtotheSchoolofBusinessinPartialFulfilmentoftheGraduationRequirementfortheDegreeofBachelorofBusinessAdministration(Ho

2、nours)HongKongBaptistUniversityHongKongApril2007-1-AcknowledgementsIwouldliketoexpressmysinceregratitudetomysupervisor,Dr.AlexTsang.Iamreallygratefultohimforgivingmeadviceandguidanceduringthesefewmonths.HissupervisionisveryessentialtothecompletionofmyHonorsProject.Beside

3、s,IwouldliketothankmyfriendsforhelpingandencouragingmewhenIfaceddifficultiesincompletingtheproject.Also,Iwouldliketoshowmyappreciationtotherespondentsspendingtheirvaluabletimetofillinthequestionnaires.-2-AbstractsThisresearchidentifiestheeffectofextrinsiccues,countryofor

4、iginandprice,plustheirinteractioneffectonconsumers’attitudeandpurchaseintention.SubjectsreceivedinformationaboutaLCDTVthatwaseitheroriginatedfrombrandofamorefavorablecountryoralessfavorablecountry,athighorlowpricelevel.Theinteractionbetweenpriceandcountryoforiginwasfound

5、tobesignificant.Countryoforiginhadsignificanteffectonconsumers’attitudeunderbothlowpriceandhighpriceconditions,wheretheimpactofcountryoforiginwasmoresignificantinlowpricesituation.However,priceonlyhadsignificanteffectunderlessfavorablecountryoforigincondition.Furthermore

6、,attitudewasprovedtohavepositiverelationshipbetweenpurchaseintention.Therefore,countryoforiginalsoexertedsignificanteffectonpurchaseintention.-3-TableofContentsAcknowledgements………………………………………………………………2Abstracts…………………………………………………………………………31.Introduction………………………………………………

7、…………….….5-62.LiteratureReviewandResearchModel……………………………….7-123.ResearchMethodology…………………………………………..……….13-214.FindingsandResults……………………………………………..……….22-275.DiscussionsandImplications…………………………………….………27-326.LimitationsandFutureResearch…………………………………..…….337.Conclusion

8、…………………………………………………………………34References………………………………………………………………………35-40AppendixAPretestQuestionnaire……………