Journal of Marketing Management

Empirical Studies: COA Effects on Consumer Product Evaluation and Purchase Intention in Hong Kong Automobile Market
Suey Chau, David Ko, E Pang, Yeung Po Lan

Abstract
This study examines the effect of COA cues on consumers’ product evaluations and purchase intentions in the Hong Kong automobile market. Two factors, namely consumer product involvement and consumer patriotism, are considered as the interaction effect in the research. Using Germany and China as the COA cues, responses from 240 Hong Kong automobile owners were generated from two sets of questionnaires. The findings show that COA has a significant effect on consumers’ product evaluations and purchase intentions. However, with consumer product involvement and patriotism, consumers’ product evaluations will be affected while their purchase intentions remain unchanged. This research assists automobile makers to understand the relationship between COA and consumers’ product evaluations and purchase intentions in the domestic market. With the findings, automobile brands may formulate strategies in terms of the COA.

Full Text: PDF     DOI: 10.15640/jmm.v7n1a4