A longitudinal study of electronic country of origin effects (eCOO)

John Fong, Suzan Burton

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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.
Original languageEnglish
Title of host publicationANZMAC 2006 Abstracts & programme
Subtitle of host publicationBrisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
Place of PublicationBrisbane, Qld
PublisherQueensland University of Technology, School of Advertising, Marketing and Public Relations
Number of pages7
ISBN (Print)1741091399
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy Conference (2006) - Brisbane
Duration: 4 Dec 20066 Dec 2006


ConferenceAustralian and New Zealand Marketing Academy Conference (2006)


  • electronic discussion groups
  • consumer behavior


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