A Cross-national Study of Country-of-Origin (COO) in Services Industries: Comparing and Validating the COO Model

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K03741
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Musashino University (2017); Meiji University (2015-2016)
• Principal Investigator: CHANG Chiao-Yun Connie 武蔵野大学, グローバル学部, 准教授 (70576719)
• Co-Investigator(Kenkyū-buntansha): 許 佑旭 明治大学, 大学院, 特任准教授 (00547789)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: カントリー・オブ・オリジン / 消費者の認知価値 / サービス商品

Outline of Final Research Achievements

Previous project (No. 23530546) demonstrated that the relationship between price and customer-perceived value, quality and customer-perceived value and sacrifice and customer-perceived value are moderated by COO, respectively. This study intends to investigate whether the COO influences customer-perceived value in the same way with reference to services products. Our results indicate (1) the proposed COO-service scale is reliable and valid. (2) the moderation effects on price and sacrifice are significant in the developing countries when purchasing services products (for example, financial services and early childhood learning programmes) (3) COO plays a role as a moderator when purchasing a service product.

Free Research Field

マーケティング