Examining the Association of the Country's Origin Image on Purchasing Decision of Egyptian Customers' Automotive Spare Parts

Abstract

This study investigates the relationship between the country-of-origin [COO] image and purchase decision-making, focusing on the role of perceived value as a mediator in the context of car spare parts customers in Egypt. The research employs structural equation modeling to analyze these relationships. A quantitative, deductive approach was used, with a survey targeting a sample of 362 participants. Data analysis was conducted using SPSS statistical software. The results show a significant positive correlation between the COO image, perceived value, and purchasing decisions. Specifically, the findings suggest that the COO image influences perceived value, which in turn affects purchase decisions. Moreover, the study reveals that the impact of the COO image on purchase decisions is stronger when perceived value is considered as a mediating factor. In summary, the research highlights the importance of the COO image in shaping customers' perceived value, which significantly influences their purchasing behavior. It emphasizes the critical role of perceived value in mediating the relationship between COO and purchase decisions, offering valuable insights for businesses in the car spare parts industry.