Comparison Of The Effects Of The Consumer Of Origin In China And South Korea

This research has done comparison study between Chinese consumers and Korean consumers on COO effect (country-of-origin effect). The study shows that Chinese and Korean consumers both have significant COO effect generally and the COO image adjusts the relationship between the products' evaluation and the purchase motivation. This research also compares the COO effect between Chinese consumers and Korean consumers when they face products of different nations and different types. It is showed that Chinese consumers showed significant COO effect with American and Japanese products while Korean consumers showed significant COO effect only with American products. The difference between these two groups also exists in the different type products. Chinese consumers have significant COO effect when they buy mobile phones while Korean consumers have significant COO effect when they buy mobile phones and watch TV series.