Exploring the nexus between country of origin and purchase intentions towards Korea cosmetics: Evidence from Myanmar’s market

Atar Htet

doi:10.58308/bemarej.1583256

TR EN

Exploring the nexus between country of origin and purchase intentions towards Korea cosmetics: Evidence from Myanmar’s market

Öz

As the firms reach on global stage to penetrate and grasp global market, country-of-origin (COO) is popular concept for this phoneman. Thus, this study tries to explore country-of-origin (COO) and examine the effect of COO on purchase intentions of Korea cosmetic in Myanmar.The specific objectives of this study are- to explore the consumers’ perceptions on country-of – origin dimensions in Myanmar cosmetic market, to examine the users’ intentions to purchase on Korea cosmetic in Myanmar and to analyze the effect of country of origin on purchase intention of Korea cosmetics in Myanmar.The required 193 respondents were selected by convivence sampling techniques in this study. The descriptive statistics and multiple linear regression analysis used in this study in order to analyze the collected data. Quality & technology excellence, product superiority and trust, product class and knowledge and xocentrism were major dimensions of country of origin in this study. This study found that all of this country-of-origin dimensions except product class & knowledge have positively significant effect on purchase intentions of Korea cosmetics in Myanmar. Therefore, this study made some practical recommendation for market practioners in Myanmar how to focus on each dimension of country-of-origin produced the effective marketing strategies and suggested the comprehensive frameworks for other emerging markets in south east Asia regions for academic world.

Anahtar Kelimeler

Country-of-Origin , Quality & technology excellence , Product superiority & trust , Product class & knowledge , Xocentrism , Purchase Intentions

Exploring the nexus between country of origin and purchase intentions towards Korea cosmetics: Evidence from Myanmar’s market

Abstract

As the firms reach on global stage to penetrate and grasp global market, country-of-origin is popular concept for this concept. Thus, this study tries to explore country-of-origin and examine the effect of country-of-origin on purchase intentions of Korea cosmetic in Myanmar. The specific objectives of this study are- to explore the consumers’ perceptions on country-of – origin dimensions in Myanmar cosmetic market, to examine the users’ intentions to purchase on Korea cosmetic in Myanmar and to analyze the effect of country of origin on purchase intention of Korea cosmetics in Myanmar. The required 193 respondents were selected by convivence sampling techniques in this study. The descriptive statistics and multiple linear regression analysis used in this study in order to analyze the collected data. Quality & technology excellence, product superiority and trust, product class and knowledge and xocentrism were major dimensions of country of origin in this study. This study found that all of this country-of-origin dimensions except product class & knowledge have positively significant effect on purchase intentions of Korea cosmetics in Myanmar. Therefore, this study made some practical recommendation for market practioners in Myanmar how to focus on each dimension of country-of-origin produced the effective marketing strategies and suggested the comprehensive frameworks for other emerging markets in south east Asia regions for academic world.

Keywords

Country-of-Origin , Quality & technology excellence , Product superiority & trust , Product class & knowledge , Xocentrism , Purchase Intentions

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Atar Htet ^*
0000-0002-1684-6970
Myanmar

Yayımlanma Tarihi

31 Temmuz 2025

Gönderilme Tarihi

11 Kasım 2024

Kabul Tarihi

28 Temmuz 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 8 Sayı: 2

DOI

https://doi.org/10.58308/bemarej.1583256

IZ

https://izlik.org/JA75LY29NW

APA

Htet, A. (2025). Exploring the nexus between country of origin and purchase intentions towards Korea cosmetics: Evidence from Myanmar’s market. Business Economics and Management Research Journal, 8(2), 79-91. https://doi.org/10.58308/bemarej.1583256

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Exploring the nexus between country of origin and purchase intentions towards Korea cosmetics: Evidence from Myanmar’s market

Exploring the nexus between country of origin and purchase intentions towards Korea cosmetics: Evidence from Myanmar’s market

Öz

Anahtar Kelimeler

Exploring the nexus between country of origin and purchase intentions towards Korea cosmetics: Evidence from Myanmar’s market

Abstract

Keywords

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

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