Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/29396
Author(s): | Martins, J. Moguluwa, S. C. Lucas, J. L. loka, B. C. Mata, M. N. |
Date: | 2023 |
Title: | Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets? |
Journal title: | PLoS One |
Volume: | 18 |
Number: | 8 |
Reference: | Martins, J., Moguluwa, S. C., Lucas, J. L., loka, B. C., & Mata, M. N. (2023). Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?. PLoS One, 18(8), e0285438. https://dx.doi.org/10.1371/journal.pone.0285438 |
ISSN: | 1932-6203 |
DOI (Digital Object Identifier): | 10.1371/journal.pone.0285438 |
Abstract: | The aim of this study was to examine the relationship between the country of origin image of a product and consumers’ purchasing behavior in Nigerian hypermarkets, as well as the mediating role of perceived price in this relationship. The research considers four aspects of purchasing behavior: information search, product evaluation, purchase decision-making, and post-purchase behavior. A total of 1272 participants completed an online survey, and the data collected was analyzed using structural equation modeling. The results indicated that the country of origin image of a product has a significant and positive impact on consumers’ information search, product evaluation, purchase decision-making, and post-purchase behavior. The study also found that perceived quality does not mediate the impact of country of origin image on information search and product evaluation, but it does play a significant and positive role in purchase decision-making and post-purchase behavior. As a result, it is important for Nigerian hypermarkets to be aware of the origin of the products they import, as importing from countries with a positive image can enhance their performance. Furthermore, perceived quality can mediate purchase and post-purchase decisions. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
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