The Factors Influencing Chinese Consumers' Durian Purchase Decisions: The Mediating Role of Country-of-Origin Image
Abstract
Background and Aim: The objective of this article is to present the knowledge gained from the literature review of Country-of-Origin Image, aiming to explain its meaning, components, and the relationships among variables related to Country-of-Origin Image. Through the literature review, it was found that the popular variables studied about Country-of-Origin Image include Product Attitude, Country Attitude, Product Attributes, and Purchasing Decision Process.
Materials and Methods: A structured questionnaire and in-depth interviews were used to survey consumers in major cities across five regions of China. Stratified sampling was employed to cover the country’s five major economic zones (e.g., East China and South China). In each region, two first-tier or new first-tier cities (e.g., Shanghai, Guangzhou, Chengdu, Wuhan, Beijing) were selected to ensure that the sample represented different levels of economic development. A total of 440 questionnaires were distributed using convenience sampling, and 418 valid responses were collected, resulting in a response rate of 95%. In-depth interviews were conducted with six key participants, including two consumer representatives, two import fruit retailers, and two import fruit wholesalers. Stepwise regression analysis was used to test the hypotheses.
Results: Findings - Consumers' attitudes toward durian, attitudes toward the country, and durian attributes all have significant positive effects on Country-of-Origin Image and the purchase decision process, and all have significant indirect effects on the purchase decision process through Country-of-Origin Image. Country-of-Origin Image also has a significant positive impact on the purchase decision process.
Conclusion: The limitations of this study are that the sample has regional and other limitations. It can be applied to research of Chinese consumers, but it is difficult to promote globally. The significance of this study is to reveal the mechanism by which product attitudes, country attitudes, and product attributes affect the purchase decision process through Country-of-Origin Image, enrich the theory, and provide a new perspective and basis for the study of the cross-border marketing of durian origin countries. The practical significance of this study is that durian practitioners can use this to enhance the image of products and countries of origin to promote sales, help the country create a product business card to promote durian trade.
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