Country of Origin Effect on Mongolian Consumer’s Purchase Intention of Korean Cosmetic products: Using Human Values as a Moderator

Abstract

This research has proposed a conceptual framework to investigate the effect of Korean country of origin’s perceived product quality, attitude and human values on Mongolian consumer’s purchase intention. Specially, this study tested the independent and moderating roles of human values between consumer attitude and consumer purchase intention. The purpose of this research is to know about Mongolian consumer’s perception and purchase intention of the developed country’s products such as ‘Cosmetics’. To test the conceptual framework, structural equation modeling (SEM) and Hierarchical multiple regression analysis has been used to analyze the data collected from 254 respondents Mongolian female respondents. The results of the study indicate that the perceived product quality and attitude are significantly and positively related to purchase intention by Country of origin effect. Human values have found to be an independent moderator between attitude and purchase intention. A clear understanding of the relationships among the variables makes the Korean cosmetic companies know about Mongolian consumer’s perceptions and how their country image affects their product(s) and made to purchase intention by the consumers.