Impacts of store type importance and country of origin: Exploring the case of dietary supplements in the Chinese market

Abstract

Purpose

Retail success in China for dietary supplement products requires knowledge of the importance consumers place on store type as well as their perceptions of product characteristics such as country of origin (country where the product is made and where the brand is from). Accordingly, the purpose of the present study is to examine differences in purchase intention and its key antecedents such as attitudes, subjective norms, and perceived behavioural control, based on store type importance and product country of origin (China versus USA). To test the proposed hypotheses, MANCOVA was conducted.

Design/methodology/approach

A mail survey was conducted in Shanghai and the total number of usable questionnaires was 444.

Findings

This paper revealed that perceived importance of large store format was significantly related to consumer attitudes and behavioural control for dietary supplement products, but country of origin was not important to Chinese consumers. Additionally, significant relationships with marketer trust and product familiarity were found.

Originality/value

This research is important because the Chinese government recently decreed that prescriptions could now be sold in outlets other than hospitals. This opens the realm of possibilities for retailers of health and beauty products by enabling them to sell a broader and potentially more profitable range of goods. In China, the demand for DS and other health‐related products is increasing. The present study will provide insights to foreign retailers who want to enter China about the impact of store type and product country of origin on consumer purchase intention and its antecedents.

Citation

Won Jeong, S., Stoel, L. and Chung, J. (2012), "Impacts of store type importance and country of origin: Exploring the case of dietary supplements in the Chinese market", International Journal of Retail & Distribution Management, Vol. 40 No. 6, pp. 471-487. https://doi.org/10.1108/09590551211230278