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This study extends previous research on the concept of country of consumption (Huang & Huang, 2011; Huang & Chiang, 2014) and examines the countering effect of country-of-consumption image on the negative country of origin, particularly for brands from emerping countries,by employing vacuum cleaner and flip-flops as the research products. In specific, this study explores the influence of country of consumotion image on consumers’, product evaluations and purchase intention. Morevoer,consumer product involvement is incorporated in this study as a moderator for its potential impact on consumer’ information processing.
TO the ends, the current research adopted a 2(Country of Origin: positive and negative) X2 (consumer countries: both positive and negative) X2 (product involvement: the level of involvement) between-subject quasi-experimental design.
The results show that country-of-consumption image can overcome the negative effect of the country of origin ；however,only under the condition of, the principle of consistency. When consumers receive consistent information, that is COO and COC are both perceived positive or negative, they will show higher purchase intention.
Keywords: Country-of-Crigin Image、Country-of-Consumption Image、Product Evaluation、Purchase Intention
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