||In limited purchase opportunities situations where the purchase decision cannot be reversed not purchasing (inactions) is seen as a loss and associated with greater short-term regret than purchasing (Lisa and Kristin, 2006). In this situation, consumers will have psychological unavoidably one kind of contradiction about purchase decision-making of goods. Consumers will be disappointed and think that it does not meet their needs after purchasing the goods. Moreover, with increasing global rationalization, consumers are easier to buy bi-national products or multinational products. And the product's country of origin effect in the assessment of consumer products often plays an important role.
This research focuses on the country of brand and the country of manufacture affect the consumer’s purchasing or non-purchasing regret degree in the limited purchase opportunities, and then join the involvement as a moderator. Three pretests and one main experiment are conducted. This study designs a 2 (image of country of brand: high or low)×2 (image of country of manufacture: high or low)×2 (involvement: high or low) between-subjects experimental design. The pretests determine the quality (high or low) of images of the country of brand and the country of manufacture (high: Japan, low: China), and involvement (high: digital camera, low: tea). The subjects are 256 college students. This study arrives at the following conclusions:
1. In limited purchase opportunities-situations , the higher the image of the country of brand, the higher consumers’ non-purchasing short-term regret and the lower consumers’ purchasing long-term regret.
2. In limited purchase opportunities-situations , the higher the image of the country of manufacture, the higher consumers’ non-purchasing short-term regret and the lower consumers’ purchasing long-term regret.
3. Involvement moderates the effect of the country of brand on consumers’ purchasing and non-purchasing patterns of regret.
4. Involvement does not moderate the effect of the country of manufacture on consumers’ purchasing long-term regret