The influence of country image and perceived risk on consumer purchase intention on Korean brand automobiles in Kota Kinabalu, Sabah
The present study aims to examine the influence of country image and perceived risk on the purchase intention on Korean automobiles in Kota Kinabalu. However, the perceived risk variable was excluded after the reliability test due the measurement scale was poor in reliability. The data of this st...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2012
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| Subjects: | |
| Online Access: | http://eprints.ums.edu.my/6135/ http://eprints.ums.edu.my/6135/1/mt0000000098.pdf |
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| Summary: | The present study aims to examine the influence of country image and perceived
risk on the purchase intention on Korean automobiles in Kota Kinabalu. However,
the perceived risk variable was excluded after the reliability test due the
measurement scale was poor in reliability. The data of this study was collected
through distribution of questionnaire in shopping malls and Universiti Malaysia
Sabah. The target sample for this study were those who are 23 years old and
above and also a car owner. The result from the regression analysis demonstrated
that only one of the dimensions of country image (i.e. micro country image) has
positive and significant effect on the purchase intention of Korean brand
automobiles. While another dimension of country image, the macro country image
was negative and not significant. The hierarchical regression results shows that the
moderating effect of demographic variables (i.e. age, gender, education level and
income level) were not significant in the relationship between purchase intention
and each of the country image dimensions. The limitation of the study and
contribution of the study were discussed. Suggestion for the future study with
adding other predictor variable, adding filter question and conduct in other places
were provided. |
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