Beschreibung:
<jats:p>The aim of this study was to examine the relationship between the country of origin image of a product and consumers’ purchasing behavior in Nigerian hypermarkets, as well as the mediating role of perceived price in this relationship. The research considers four aspects of purchasing behavior: information search, product evaluation, purchase decision-making, and post-purchase behavior. A total of 1272 participants completed an online survey, and the data collected was analyzed using structural equation modeling. The results indicated that the country of origin image of a product has a significant and positive impact on consumers’ information search, product evaluation, purchase decision-making, and post-purchase behavior. The study also found that perceived quality does not mediate the impact of country of origin image on information search and product evaluation, but it does play a significant and positive role in purchase decision-making and post-purchase behavior. As a result, it is important for Nigerian hypermarkets to be aware of the origin of the products they import, as importing from countries with a positive image can enhance their performance. Furthermore, perceived quality can mediate purchase and post-purchase decisions.</jats:p>