With the trend of globalization and multi-national business development, the enterprise usually allocates operating functions in most cost-effectiveness countries. Those functions include research and development, manufacture, logistic, marketing and sales. The multiple countries’combination makes products’countries of origins (COOs) more complicated and confused. The COOs are important external cues in purchase decision process. When the consumers face varied COOs of brand or manufacture, COOs create different perceptions of product quality and potential risk. And those perceptions eventually affect consumers’ purchase intention.
Total 107 valid data are collected, which are distributed via internet and by convenience sampling method. The study chooses Japan and mainland China as presenting high and low COOs images. The two FMCG categories, open-shelf facial moisture lotion and kitchen/toilet cleanser, hope to confer the impact and correlation of COOs of brands and manufacture, perceived quality, and perceived risk to purchase intention. It also examines whether the involvements of the product interfere with the COOs effects. The study results are as follows:
1. The COOs of brand significantly and directly affect purchase intentions, and also make an impact via the influence of perceived quality. The COOs of manufacture significantly and directly affect purchase intentions, and also make an impact via the influence of perceived risk. The perceived quality make negative influences on perceived risk.
2. The COOs of manufacture create greater impact than the COOs of brand do.
3. The product involvement does not interfere with both COOs’effect.
