African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4139

Article in Press

Can Unfamiliar Positive Impressions Bring Higher Ratings? The Impact of Cultural Attraction on Product Value

PRAPHRUETMON CHENICHA and Li Benqian

  •  Received: 29 May 2020
  •  Accepted: 11 November 2020
With the arrival of the knowledge economy, the speed of communication around the world has increased exponentially; as a result consumers are increasingly faced with goods and products from abroad. How to evaluate the quality of the foreign products, in particular cultural products, is becoming an important issue for international marketers. In this study 452 samples of Chinese cultural products were chosen as the test objects. SPSS 22.0 and Amos 19.0 were used to analyze the structural pattern of the image of the source country on consumers' willingness to buy cultural products. Regression analysis was then used to analyze the moderating effect. The aim of the study is to investigate the effect of COO (Country of origin image) on consumers’ attitude toward foreign products as well as their intention to purchase. Specifically, this study first examines if COO effects directly influence consumer’s attitude toward core cultural products and indirectly influences their purchasing intention; secondly, if the COO effect directly influences consumer’s attitude toward peripheral cultural products and indirectly influences purchasing intention; and finally, the study explores the association analysis between two culture-related products from different product categories.

Keywords: Cultural Products, Country of origin image, consuming intention