The country of origin (COO) of a product has been shown to affect consumers’ perceptions about products, but the extent to which this effect exists in an online environment such as a discussion board has not been investigated. This study examines the content of 5993 discussion postings to US and China based discussion boards during two 90 day periods in 2004 and 2005. The results of this first study of electronic COO (eCOO) effects revealed an important extension to previous offline studies, finding strong negative COO effects which appear to be largely independent of product quality, relating instead to national political issues. Implications for research are discussed.
|Title of host publication||ANZMAC 2006 Abstracts & programme|
|Subtitle of host publication||Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance|
|Place of Publication||Brisbane, Qld|
|Publisher||Queensland University of Technology, School of Advertising, Marketing and Public Relations|
|Number of pages||7|
|Publication status||Published - 2006|
|Event||Australian and New Zealand Marketing Academy Conference (2006) - Brisbane|
Duration: 4 Dec 2006 → 6 Dec 2006
|Conference||Australian and New Zealand Marketing Academy Conference (2006)|
|Period||4/12/06 → 6/12/06|
- electronic discussion groups
- consumer behavior
Fong, J., & Burton, S. (2006). A longitudinal study of electronic country of origin effects (eCOO). In ANZMAC 2006 Abstracts & programme: Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance Brisbane, Qld: Queensland University of Technology, School of Advertising, Marketing and Public Relations.