By Wasana Sinrungtam
The purpose of this study was to investigate the effects of the dimensions of country of origin on product quality assessments, perceptions of product value, and purchase intention of Eco car consumers.
The survey sample consisted of people in Bangkok and Metropolitan Area (BMA), who intended to purchase Eco cars within six months. Survey research with structured questionnaire was the method used for data collection. Multiple regressions were applied to test the research hypotheses, and the sample size required 500 respondents.
The findings revealed that product quality assessment of Eco cars were affected by country of corporate ownership (COC), country of manufacture (COM), country of parts (COP), and country of brand (COB), which in turn had an effect on purchase intention. In other words, on purchase intention through product quality assessment of Eco cars were indirectly affected by COC, COM, COP and COB. Further, the study found that perception of product value of Eco cars were affected by COP and COM, which in turn had an effect on the purchase intention. Thus purchase intention through perception of product value of Eco cars were indirectly affected by COP and COM. Besides, purchase intention was directly affected COP and COM also. On the other hand, product quality assessment, perception of product value, or purchase intention of Eco cars were not affected by country of assembly (COA) and country of design (COD).