The moderating influence of country of origin information seeking on homophily and product satisfaction

Patrick van Esch*, Gavin Northey, Sarah Duffy, Jonas Heller, Magdalene Striluk

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review


The purpose of the research was to investigate when consumers concurrently select a range of retail products online, what percentage of products need country of origin (COO) identification. Moreover, will COO information seeking positively moderate the relationship between homophily and product satisfaction. Participants were recruited through an online survey platform (MTurk). The results appear to be the first to quantify the number of retail products within a basket that need some form of country of origin (COO) identification. Electronic word of mouth (eWOM, e-reviews) has become an important factor in the purchasing process for consumers. When COO information is unavailable, consumers will search online reviews to determine the COO of products. When reading the e-reviews, consumers will also evaluate the reviewer and the similarities they share. If they are not similar (low in homophily) their …
Original languageEnglish
Pages (from-to)332-348
JournalJournal of Promotion Management
Issue number3
Publication statusPublished - 4 May 2018
Externally publishedYes


  • country of origin
  • Homophily
  • information seeking
  • online purchases
  • product satisfaction

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