Abstract The prevalence of bi-national products necessitates decomposing of COO into its dimensions—country-of-brand (COB) and country-of-manufacture (COM)—to enable a fuller understanding of how COO affects consumer perceptions and intentions. This study examines how consumers' trusting beliefs about a brand moderate the negative COB/COM image and purchase intention relationship. More specifically, this article hypothesizes that three trusting beliefs weaken the effects of negative COB/COM image on consumers' purchase intention. Data for this study were collected from 405 participants using an online survey tool. A hierarchical moderated regression method was used to test the hypotheses. The results suggest that consumers' trusting beliefs have a significant moderating effect on COM/COB and purchase intention relationships. More precisely, benevolence and integrity beliefs about a brand were found to weaken the negative COB image and purchase intention relationship, while benevolence and ability beliefs lessen the effect of negative COM image on purchase intention.

中文翻译：

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跨国产品的消费者购买意愿：品牌国，制造国和信任信念的影响

摘要跨国产品的盛行需要将COO分解为各个维度（品牌国家（COB）和制造国（COM）），以便更全面地了解COO如何影响消费者的观念和意图。这项研究探讨了消费者对品牌的信任信念如何缓解负面的COB / COM形象和购买意愿关系。更具体地说，本文假设三种信任信念减弱了负面的COB / COM形象对消费者购买意愿的影响。使用在线调查工具从405名参与者中收集了这项研究的数据。分层适度回归方法用于检验假设。结果表明，消费者的信任信念对COM / COB和购买意愿关系具有显着的调节作用。