Testing a Model of Consumer Purchase Receptivity Toward Foreign Products

Abstract

A model assessing consumers’ receptivity to purchasing foreign products is presented and tested. The model includes consumer characteristics, global orientation traits, attitudes toward specific countries and country-of-origin (COO) perceptions to predict receptivity toward purchasing consumer electronic products from four countries. Results from a survey of 200 consumers in the U.S. indicate that attitudes toward foreign countries, COO perceptions and consumer purchase receptivity are related to global orientation traits, although these relationships vary by the countries tested. Multiple regression analyses show that country-of-origin is the best predictor of consumer receptivity to purchase of consumer electronic products for each of the four countries.