Country of origin effect: the case of Portuguese wine in Chinese market

• Autor(a) principal: Wang Xueying
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/32235
• topic: COO; Country image; Country affinity; Satisfaction; Attitude; Ethnocentrism; Purchase intention; Portuguese wine; Chinese wine market

This study intends to investigate Chinese consumers’ perceptions of Portuguese wine and whether the Country of Origin (COO) effect could lead to Chinese consumers’ satisfaction, attitude and the final purchase intention towards Portuguese wine. The study explores whether there is a significant difference between Chinese consumers living in Portugal (group1) and Chinese consumers living in first tie cities in China (group2) on this issue, and explored Chinese consumers’ ethnocentrism. Data for this study were collected from total 452 participants by online survey and a structural model was tested by using SPSS 25.0. The results show that country image has positive directly impact on purchase intention only when mediated by satisfaction or attitude. Country affinity has positive directly impact purchase intention and the effect will be stronger when mediated by satisfaction or attitude. Chinese consumers’ level of ethnocentrism is low, and it has a negative impact on purchase intention. Group 1 demonstrated to have higher perception levels regarding all variables except country image and ethnocentrism. The main conclusions are as follows: purchase intention of Portuguese wine is strongly and directly explained by Chinese consumers' satisfaction and attitude, which shows that at the operational/behavioral level Portuguese wine in the Chinese market has good acceptance. However, there is a great need to improve the image of Portugal and the affinity with the country for the effect on purchase intention to improve substantially.