摘要：The purpose of this conceptual paper is to mention different variables of country of origin which influence consumers` purchase decision, this study also highlighted the country of origin, intrinsic and extrinsic cues on customer evaluation. conceptual framework of this study is the impact of product knowledge and country of origin image on two issues of consumer`s purchase decision which are information search intension and purchase intention, also explains the relationships between this variables. The review of the research contains risks and barriers of country of origin too. Previous studies have shown that product’s country of origin is one of the concerns of consumers` purchase decisions. Consumers` evaluation is mainly related to how they evaluate the product’s home country; Future studies could evaluate country of origin from different perspectives to reduce the risks and success barriers.
关键词：Country ;of Origin; Country Image; Purchase Decision; Intrinsic; Extrinsic
