How brand image, country of origin, and self-congruity influence Internet users’ purchase intention

• Chih-Ching Yu

  National Taipei University

• Pei-Jou Lin

  National Taipei University

• Chun-Shuo Chen

  National Taipei University

In this study we explored the influence of country of origin (COO), brand image, and self-congruity on consumers’ purchase intention of luxury brands via the Internet. We found that: (a) consistency in the country of origin (COO), self-congruity, and brand image had a positive impact on purchase intention; (b) inconsistency between the country of brand and the country of manufacture, and consistency in the country image increased the influence of brand image on purchase intention when the brand image was weak; (c) inconsistency in the country image decreased the influence of brand image on purchase intention when the brand image was weak; and (d) consistency in COO influenced purchase intention more strongly than did self-congruity.

1. Chih-Ching Yu, National Taipei University
   Department of Business Administration
2. Pei-Jou Lin, National Taipei University
   Department of Business Administration
3. Chun-Shuo Chen, National Taipei University
   Department of Business Administration

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