Abstract

The objective of this study was to investigate the effects of the dimensions of country of origin on product
quality assessments, perceptions of product value, and purchase intentions. The samples were people in
Bangkok and Metropolitan Area (BMA), who intended to purchase eco cars within the next six months. Survey
research with structured questionnaire was a method used for data collection. Multiple regressions were applied
to test the research hypotheses, and the sample size required 500 respondents. The findings revealed that country
of corporate ownership (COC), country of manufacture (COM), country of parts (COP), and Country of Brand
(COB) had the effects on product quality assessment of eco cars while product quality assessment also had an
effect on purchase intention. Moreover, COP and COM had the effects on perception of product value of eco
cars whereas the perception of value also had an effect on purchase intention of eco cars. In addition, COP and
COM had the effects on purchase intention. Product quality assessment and perception of product value had the
effects on purchase intention. Nevertheless, country of assembly (COA) and country of design (COD) did not
have the effects on product quality assessment, perception of product value, and purchase intention of eco cars.
The contributions are expected to the practice arena to help the automobile industry or car manufacturing
companies, whose country of origin dimensions are foreign countries, in choosing their country of origin to be
appropriate for their marketing and to create incentives for consumers to buy. 

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