Consumer’s Process of Adopting Imported Products: Main and Moderating Effects

The consumer’s process of adopting an imported product is somewhat different from adopting a
domestic product. Some differences relate to the nature of the product, such as the steps if the
process and the antecedents that influence the process, but other differences relate to the country of
origin of the imported product. When consumers decide to adopt an imported product, they ordinarily
tend to associate the product with a country. Such association carries linkages to culture, ideas and
social behaviors that are characteristic in the country of origin. Yet, the level of market development
prevailing in the country of origin seems to be most influential. In addition, the level of market
development prevailing in the country of purchase (where the consumer resides) seems to also play a
role. Therefore, this study examines 1) the steps in the consumer’s process of adopting imported
products, 2) the influence of the process on consumer’s purchase intention, 3) the influence of the
level of market development of the country of origin of the imported product on consumer’s purchase
intention, and 4) the moderating effects of social influence and prior product knowledge on the
process. The results from a survey of 491 participants from Mexico and the United States revealed: 1)
an explanation chain showing sequential impacts in the process from consumer’s attitudes to
behavioral intention, to product selection, to product evaluation, to product acceptance, and to
purchase intention, 2) significant disparities in consumer’s purchase intention due to the distinct
process used to adopt imported products and the influence of market development level on the
process, and 3) a moderating effect of social influence and prior product knowledge on the process of
adopting imported products. Key theoretical and practical implications of the results are also
considered.