Academic Journal
Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets?
| العنوان: | Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets? |
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| المؤلفون: | Martins, José Moleiro, Moguluwa, Shedrack Chinwuba, Lucas, João Luis, Iloka, Chiemelie Benneth, Mata, Mário Nuno |
| المساهمون: | Basile, Vincenzo, Instituto Politécnico de Lisboa |
| المصدر: | PLOS ONE ; volume 18, issue 8, page e0285438 ; ISSN 1932-6203 |
| بيانات النشر: | Public Library of Science (PLoS) |
| سنة النشر: | 2023 |
| المجموعة: | PLOS Publications (via CrossRef) |
| الوصف: | 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. |
| نوع الوثيقة: | article in journal/newspaper |
| اللغة: | English |
| DOI: | 10.1371/journal.pone.0285438 |
| الاتاحة: | http://dx.doi.org/10.1371/journal.pone.0285438 https://dx.plos.org/10.1371/journal.pone.0285438 |
| Rights: | http://creativecommons.org/licenses/by/4.0/ |
| رقم الانضمام: | edsbas.2A817EF1 |
| قاعدة البيانات: | BASE |
| DOI: | 10.1371/journal.pone.0285438 |
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