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.
Published in | Journal of Human Resource Management (Volume 13, Issue 1) |
DOI | 10.11648/j.jhrm.20251301.11 |
Page(s) | 1-20 |
Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
Copyright |
Copyright © The Author(s), 2025. Published by Science Publishing Group |
Country's Image, Product's Image, Perceived Value, Purchasing Decision Making
Statement | Good | Acceptable | Poor | |||
---|---|---|---|---|---|---|
Number | % | Number | % | Number | % | |
Purchase Decision | 35 | 70% | 2 | 4% | 13 | 26% |
Variable | Dimensions | Code | Measurement Statements for Each Variable | Previous Studies |
---|---|---|---|---|
Country of Origin Image | 1. General mental image of the country of origin. | X1 | 1-8 | [16-23] |
2. Mental image of the products of the country. | X2 | 9-14 | ||
3. Mental image of a specific product from the country. | X3 | 15-21 | ||
Purchase Decision | 1. Feeling of need. | Z1 | 22-26 | [30, 31] |
2. Identifying available alternatives. | Z2 | 27-33 | ||
3. Evaluating alternatives. | Z3 | 34-37 | ||
4. Decision to purchase and actual purchase. | Z4 | 38-45 | ||
5. Post-purchase evaluation. | Z5 | 46-54 | ||
Perceived Customer Value | 1. Functional value. | Y1 | 55-60 | [36-44, 52-58] |
2. Social value. | Y2 | 61-65 | ||
3. Emotional value. | Y3 | 66-69 | ||
4. Personal value. | Y4 | 70-72 | ||
5. Financial value. | Y5 | 73-76 |
Statement Number | Standard Coefficients | General Mental Image of the Country of Origin | Mental Image of Products of the Country of Origin | Mental Image of a Specific Product from the Country |
---|---|---|---|---|
1 | **0.663 | |||
2 | **0.972 | |||
3 | **0.870 | |||
4 | **0.650 | |||
5 | **0.801 | |||
6 | **0.803 | |||
7 | **0.966 | |||
8 | **0.991 | |||
9 | **0.965 | |||
10 | **0.788 | |||
11 | **0.806 | |||
12 | **0.919 | |||
13 | **0.720 | |||
14 | **0.947 | |||
15 | **0.704 | |||
16 | **0.810 | |||
17 | **0.920 | |||
18 | **0.747 | |||
19 | **0.908 | |||
20 | **0.719 | |||
21 | **0.728 |
No. | Standardized Coefficients | ||||
---|---|---|---|---|---|
X1 | X2 | X3 | X4 | X5 | |
** 0.907 | |||||
** 0.915 | |||||
** 0.762 | |||||
** 0.868 | |||||
** 0.954 | |||||
** 0.944 | |||||
** 0.919 | |||||
** 0.960 | |||||
** 0.887 | |||||
** 0.790 | |||||
** 0.942 | |||||
** 0.873 | |||||
** 0.972 | |||||
** 0.790 | |||||
** 0.782 | |||||
** 0.982 | |||||
** 0.840 | |||||
** 0.962 | |||||
** 0.880 | |||||
** 0.945 | |||||
** 0.761 | |||||
** 0.789 |
No. | Standardized Coefficients | ||||
---|---|---|---|---|---|
X1 | X2 | X3 | X4 | X5 | |
** 0.910 | |||||
** 0.918 | |||||
** 0.875 | |||||
** 0.859 | |||||
** 0.804 | |||||
** 0.864 | |||||
** 0.809 | |||||
** 0.901 | |||||
** 0.841 | |||||
** 0.827 | |||||
** 0.906 | |||||
** 0.974 | |||||
** 0.921 | |||||
** 0.764 | |||||
** 0.942 | |||||
** 0.918 | |||||
** 0.861 | |||||
** 0.743 | |||||
** 0.925 | |||||
** 0.978 | |||||
** 0.944 | |||||
** 0.788 | |||||
** 0.902 | |||||
** 0.908 | |||||
** 0.923 | |||||
** 0.756 | |||||
** 0.965 | |||||
** 0.972 | |||||
** 0.974 | |||||
** 0.753 | |||||
** 0.976 | |||||
** 0.919 | |||||
** 0.924 |
variable | Number of items | Cronbach's alpha |
---|---|---|
Country of origin image | ||
General image of country of origin | 8 | 0.849 |
Image of product from country of origin | 6 | 0.781 |
Image of a specific product from the country | 7 | 0.908 |
Perceived value | ||
Functional value | 6 | 0.750 |
Social value | 5 | 0.963 |
Emotional value | 4 | 0.730 |
Personnel value | 3 | 0.770 |
Financial value | 4 | 0.929 |
Purchasing decisions | ||
needs | 5 | 0.753 |
Identifying available alternatives | 7 | 0.883 |
Evaluating alternatives | 4 | 0.970 |
Purchasing decisional and actual purchases | 8 | 0.840 |
Post purchase decision | 9 | 0.907 |
Number | Ratio | ||
---|---|---|---|
Gender | Male | 244 | 0.674 |
Female | 118 | 0.326 | |
Total | 362 | 100 | |
Age | Less than 30 years | 114 | 0.315 |
30-50 years | 160 | 0.442 | |
50 years or more | 88 | 0.243 | |
Total | 362 | 100 | |
Education | Moderate | 110 | 0.304 |
Graduate | 208 | 0.575 | |
Postgraduate | 44 | 0.121 | |
Total | 362 | 100 | |
Income | Low | 84 | 0.232 |
Medium | 112 | 0.309 | |
High | 166 | 0.459 | |
Total | 362 | 100 |
1X | 2X | 3X | X | Y1 | Y2 | Y3 | Y4 | Y5 | Y | |
---|---|---|---|---|---|---|---|---|---|---|
1X | 1 | |||||||||
2X | 0.840** | 1 | ||||||||
3X | 0.701** | 0.850** | 1 | |||||||
X | 0.940** | 0.721** | 0.794** | 1 | ||||||
Y1 | 0.885** | 0.807** | 0.806** | 0.903** | 1 | |||||
Y2 | 0.743** | 0.803** | 0.830** | 0.901** | 0.869** | 1 | ||||
Y3 | 0.898** | 0.908** | 0.972** | 0.835** | 0.876** | 0.705** | 1 | |||
Y4 | 0.774** | 0.807** | 0.905** | 0.720** | 0.752** | 0.874** | 0.803** | 1 | ||
Y5 | 0.990** | 0.815** | 0.700** | 0.748** | 0.760** | 0.865** | 0.904** | 0.879** | 1 | |
Y | 0.864** | 0.834** | 0.703** | 0.710** | 0.908** | 0.618** | 0.974** | 0.865** | 0.765** | 1 |
Z1 | 0.834** | 0.855** | 0.875** | 0.705** | 0.751** | 0.875** | 0.805** | 0.861** | 0.920** | 0.953** |
Z2 | 0.587** | 0.901** | 0.710** | 0.640** | 0.630** | 0.615** | 0.974** | 0.840** | 0.687** | 0.684** |
Z3 | 0.901** | 0.770** | 0.694** | 0.986** | 0.579** | 0.753** | 0.891** | 0.643** | 0.764** | 0.913** |
Z4 | 0.705** | 0.751** | 0.875** | 0.805** | 0.834** | 0.703** | 0.710** | 0.908** | 0.972** | 0.835** |
Z5 | 0.748** | 0.760** | 0.865** | 0.865** | 0.904** | 0.834** | 0.703** | 0.710** | 0.875** | 0.705** |
Z | 0.753** | 0.891** | 0.643** | 0.840** | 0.687** | 0.684** | 0.748** | 0.908** | 0.972** | 0.835** |
Z1 | Z2 | Z3 | Z4 | Z5 | z | |
---|---|---|---|---|---|---|
1X | ||||||
2X | ||||||
3X | ||||||
X | ||||||
Y1 | ||||||
Y2 | ||||||
Y3 | ||||||
Y4 | ||||||
Y5 | ||||||
Y | ||||||
Z1 | 1 | |||||
Z2 | 0.843** | 1 | ||||
Z3 | 0.870** | 0.766** | 1 | |||
Z4 | 0.815** | 0.700** | 0.748** | 1 | ||
Z5 | 0.751** | 0.875** | 0.720** | 0.752** | 1 | |
Z | 0.876** | 0.710** | 0.640** | 0.630** | 0.972** | 1 |
Obtained Value | Standardized Value | |
---|---|---|
χ2 [p. value] | 0.9264 | < 0.05 |
Goodness of Fit Index [GFI] | 0.954 | > 0.90 |
Root Mean Squares of Errors [RMR] | 0.0125 | < 0.06 |
Comparative of Fit Index [CFI] | 0.974 | > 0.95 |
Variables | Direct Coefficient | Indirect Coefficient | Total Coefficient | ||
---|---|---|---|---|---|
Independent | Mediator | Dependent | |||
X1 | ـــــــــ | Y | 0.698** | ـــــــــ | 0.698** |
X2 | ـــــــــ | Y | 0.543** | ـــــــــ | 0.543** |
X3 | ـــــــــ | Y | 0.445** | ـــــــــ | 0.445** |
X1 | ـــــــــ | Z | 0.440** | ـــــــــ | 0.440** |
X2 | ـــــــــ | Z | 0.564** | ـــــــــ | 0.564** |
X3 | ـــــــــ | Z | 0.532** | ـــــــــ | 0.532** |
Y | ــــــــ | Z | 0.482** | ـــــــــ | 0.482** |
X1 | Y | Z | 0.440** | 0.236** | 0.676** |
X2 | Y | Z | 0.564** | 0.310** | 0.874** |
X3 | Y | Z | 0.532** | 0.218** | 0.750** |
Independent [s] Variable [s] | Dependent Variable | R square Coefficients |
---|---|---|
X1, X2, X3 | Y | 0.816 |
X1, X2, X3, Y | Z | 0.783 |
Variables | Gender | Number | Mean | [Z] | Sig. |
---|---|---|---|---|---|
X | Male | 244 | 4.67 | -12.901 | 0.000 |
Female | 118 | 2.32 | |||
Y | Male | 244 | 4.86 | -15.546 | 0.000 |
Female | 118 | 2.1 | |||
Z | Male | 244 | 4.36 | -22.378 | 0.000 |
Female | 118 | 2.51 |
Variables | Age | Number | Mean | [Chi Square] | Sig. |
---|---|---|---|---|---|
X | Less than 30 years | 114 | 3.8 | 117.146 | 0.000 |
30-50 years | 160 | 4.91 | |||
50 years or more | 88 | 2.3 | |||
Y | Less than 30 years | 114 | 3.1 | 136.672 | 0.000 |
30-50 years | 160 | 4.43 | |||
50 years or more | 88 | 2.36 | |||
Z | Less than 30 years | 114 | 3.72 | 125.861 | 0.000 |
30-50 years | 160 | 4.48 | |||
50 years or more | 88 | 2.53 |
Variables | Education | Number | Mean | [Chi Square] | Sig. |
---|---|---|---|---|---|
X | Moderate | 110 | 3.45 | 137.098 | 0.000 |
Graduate | 208 | 4.78 | |||
Postgraduate | 44 | 2.2 | |||
Y | Moderate | 110 | 3.23 | 106.843 | 0.000 |
Graduate | 208 | 4.56 | |||
Postgraduate | 44 | 2.43 | |||
Z | Moderate | 110 | 3.69 | 105.764 | 0.000 |
Graduate | 208 | 4.52 | |||
Postgraduate | 44 | 2.27 |
Variables | Income | Number | Mean | [Chi Square] | Sig. |
---|---|---|---|---|---|
X | Moderate | 84 | 2.21 | 101.875 | 0.000 |
Graduate | 112 | 3.74 | |||
Postgraduate | 166 | 4.53 | |||
Y | Moderate | 84 | 2.59 | 124.086 | 0.000 |
Graduate | 112 | 3.2 | |||
Postgraduate | 166 | 4.81 | |||
Z | Moderate | 84 | 2.64 | 129.972 | 0.000 |
Graduate | 112 | 3.3 | |||
Postgraduate | 166 | 4.63 |
COO | Country of Origin Image |
PD | Purchasing Decision |
PCV | Percived Customer Value |
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APA Style
Hegazy, A. A., Elnazer, A. A. E. (2025). Examining the Association of the Country's Origin Image on Purchasing Decision of Egyptian Customers' Automotive Spare Parts. Journal of Human Resource Management, 13(1), 1-20. https://doi.org/10.11648/j.jhrm.20251301.11
ACS Style
Hegazy, A. A.; Elnazer, A. A. E. Examining the Association of the Country's Origin Image on Purchasing Decision of Egyptian Customers' Automotive Spare Parts. J. Hum. Resour. Manag. 2025, 13(1), 1-20. doi: 10.11648/j.jhrm.20251301.11
@article{10.11648/j.jhrm.20251301.11, author = {Ahmed Amin Hegazy and Alaa Abd Elkader Elnazer}, title = {Examining the Association of the Country's Origin Image on Purchasing Decision of Egyptian Customers' Automotive Spare Parts }, journal = {Journal of Human Resource Management}, volume = {13}, number = {1}, pages = {1-20}, doi = {10.11648/j.jhrm.20251301.11}, url = {https://doi.org/10.11648/j.jhrm.20251301.11}, eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jhrm.20251301.11}, 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. }, year = {2025} }
TY - JOUR T1 - Examining the Association of the Country's Origin Image on Purchasing Decision of Egyptian Customers' Automotive Spare Parts AU - Ahmed Amin Hegazy AU - Alaa Abd Elkader Elnazer Y1 - 2025/03/11 PY - 2025 N1 - https://doi.org/10.11648/j.jhrm.20251301.11 DO - 10.11648/j.jhrm.20251301.11 T2 - Journal of Human Resource Management JF - Journal of Human Resource Management JO - Journal of Human Resource Management SP - 1 EP - 20 PB - Science Publishing Group SN - 2331-0715 UR - https://doi.org/10.11648/j.jhrm.20251301.11 AB - 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. VL - 13 IS - 1 ER -