Original Research

Relationship amongst cultural openness, world-mindedness, product-country image and purchase intention of Korean and Chinese smartphone products: A case study of the South African consumers

You-Kyung Lee, Charles A. Robb
South African Journal of Business Management | Vol 53, No 1 | a2296 | DOI: https://doi.org/10.4102/sajbm.v53i1.2296 | © 2022 You-Kyung Lee, Charles A. Robb | This work is licensed under CC Attribution 4.0
Submitted: 25 July 2020 | Published: 31 January 2022

About the author(s)

You-Kyung Lee, Department of Business Administration, Faculty of Management, Dongguk University, Gyeongju, Republic of Korea; and, Dean for Office of International Affairs and Education, Faculty of International Affairs, Dongguk University, Gyeongju, Korea, Republic of
Charles A. Robb, Dean for Office of International Affairs and Education, Faculty of International Affairs, Dongguk University, Gyeongju, Korea, Republic of


Purpose: This study examines the relationships between cultural openness, world-mindedness (WMD), product-country image (PCI) and the purchase intentions of South African consumers situated in the South African marketplace. In addition, distinctions between PCI and the purchasing intention (PI) concerning smartphones made-in South Korea and China are analysed and discussed as in relation to the South African consumers.

Design/methodology/approach: Constructs were measured using a self-administered survey conducted on 355 South African consumers residing in South Africa. A multivariate analysis was conducted to distinguish the differences between South African consumers’ perceptions of PCI along with purchase intention towards smartphone products from South Korea and China. Thereafter, the study hypotheses were examined using a structural model for consumer perceptions towards South Korea and China.

Findings: The results from the study confirm that both consumer cultural openness and WMD increase the purchase intention and the PCI towards Korean smartphones, whilst only WMD increased the PCI together with the purchase intention towards Chinese smartphones. Findings from the study also suggest that PCI has a considerable effect on the purchase intention of both Korean and Chinese products.

Practical implications: This study expects to provide practical marketing knowledge to organisations hoping to understand the South African marketplace when developing and promoting further their PCI and enhancing the PI of their products.

Originality/value: This study presents nascent literature on research surrounding the country-of-origin effect in a multicultural African context. It fills an important gap by providing greater clarity with regard to South African consumer purchase intention.


cultural openness; world-mindedness; product-country image; purchase intention; South African consumers; Korea; China


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