Moderating Effect of Country of Origin to the Evaluation of Cellphones

  • Chih-Chin LiangEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11588)


Smartphone technology gives customers many choices. Some extrinsic and intrinsic cues of the product, as well as internal factors from the consumers, affect these choices. This study investigated country of origin (COO), an extrinsic cue that affects consumer product evaluation (PE) on smartphones in Taiwan. This study proposed a model named Product-Evaluation Model (PEM) extending the scopes from literature to evaluate the relationship of COO, consumer ethnocentrism (CE), product knowledge (PK), and PE through analyzing 600 smartphone users surveyed in Taiwan. Analytical results display that country of origin and product knowledge have impacts on consumer evaluation whereas consumer ethnocentrism does not have. Additionally, PK has the moderating effect on the relationship between PE and COO, and COO has the moderating effect on the relationship between PK and PE.


Country of origin Consumer ethnocentrism Product knowledge Product evaluation 


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© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.National Formosa UniversityHuwei Township, Yunlin CountyTaiwan

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