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Information Technology Journal
Year: 2014  |  Volume: 13  |  Issue: 3  |  Page No.: 452 - 460

Effects of Media Information Disclosure on Brand COO Perception of Chinese Consumers: Product Attributes-based Regulating Effect

Yi Zhang, Jinping Liu, Min Zhou, Feifei Liu, Lin Lan and Rui Zhang    

Abstract: A large body of evidence has demonstrated that COO stereotype is a typical cognitive bias of Chinese consumers, how to inhibit the stereotype is an important research proposition. This study tends to choose information of two product-related attributes and information of two non-product-related attributes through reports materials of negative information of foreign brands in media in recent years to constitute four experimental groups. It finds that the negative information involving quality and price profiteering is of significant inhibition on quality evaluation, attitude preference and purchase intention of subjects on specific foreign brands while the negative information involving commercial bribery is not of significant inhibition, which shows that the inhibition on specific foreign brand preference by negative information of foreign brands is related to differences of product attributes. The inhibition on subject’s quality evaluation, attitude preference and purchase intention of abstract foreign brands by negative information involving food quality is significantly higher than by information of notebook quality, price profiteering and commercial bribery, which shows food safety is of the highest accessibility. Meanwhile, the quality evaluation, attitude preference and purchase intention of specific foreign brands by subjects are lower than those of specific local brands, which shows a significant inhibition on foreign brand preference and local brand bias by negative information of foreign brands.

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