The Impact of Country of Origin on Consumption Intention: A Case Study of COVID-19 Vaccines in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Minh Sang VO Ngoc Phu TRAN Thi Kieu Thu NGUYEN Thi Cam Tien HUYNH Thi Kim Loi NGUYEN Le Phuong Nghi THACH Gia Nhu THAI Thi Thanh Sang TRAN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』The Journal of Asian Finance, Economics, and Business Vol. 9 No.4, 121~129쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.04.30

영문 초록

This study intends to analyze the impact of the country of origin on the intention to ingest COVID-19 vaccinations by measuring Vietnamese people’s perceptions of India in the manufacture of COVID-19 vaccines. The research is done using a quantitative method, and primary data was obtained using a conventional manner based on the willingness of the research respondents, who are Vietnamese persons aged 18 and up, to contribute information. The findings revealed that perceived brand association and perceived brand quality directly positively impact the COVID-19 vaccine’s consumption intention and willingness. Meanwhile, while the perceived country image component has no direct effect on consumption intention, it does have a positive indirect effect on consumption intention through perceived brand linkage and perceived brand quality. The findings also emphasize the importance and significance of a country’s image in brand association and quality perception. The study’s findings imply that to increase consumers’ willingness to buy India’s COVID-19 vaccination, the country should develop communication initiatives to improve consumer perceptions of the country’s image, the perceived value of the brand association, and brand quality.

목차

1. Introduction

2. Literature Review and Hypothesis

3. Research Methodology

4. Results and Discussion

5. Conclusion

References

키워드

Country of Origin Consumption Intention COVID-19 Vaccine Country Image