The influence of country image and perceived risk on consumer purchase intention on Korean brand automobiles in Kota Kinabalu, Sabah

• मुख्य लेखक: Chuah, Sze Lieh
• स्वरूप: थीसिस
• भाषा: अंग्रेज़ी
• प्रकाशित: 2012
• विषय: HF Commerce
• ऑनलाइन पहुंच: https://eprints.ums.edu.my/id/eprint/6135/1/mt0000000098.pdf

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.