The Moderating Effects of Country of Assembly, Country of Parts, and Country of Design on Hybrid Product Evaluations
研究零件、组装和设计的原产国如何调节消费者对混合产品的态度和购买意愿，发现美国组装且使用美国零件时评价更积极。
This study examines the extent to which the country of origin for parts, assembly, and design may moderate country-of-origin effects on attitudes and purchase intentions. The results show that respondents’ attitudes are more positive when the product is assembled in the United States if U.S. parts are also used than if Mexican parts areused. Similarly, purchase intention is higher when the product isassembled in the United States and U.S. parts are used thanif Mexican parts are used. Televisions and stereos are usedas the products in this study. The results lend partial support to the congruity principle. Theoretical and public policy implications are discussed, as are limitations and suggestions for further research. © 2001 Taylor & Francis Group, LLC.