Abstract Based on the concept of “import level”, this paper explores how Chinese consumers evaluate imported products. Specifically, it investigate how “imported level” affects consumers’ perceptions of quality and image of imported products, and how consumers’ purchase intentions of imported products are affected by perceived quality and perceived image. The results show that both perceived quality and perceived image affect consumers’ purchase intentions while the later has larger influence than the former. Further, we found that the lower “import level” leads to lower perceived quality, and this is valid only for highend products. In contrast, lower “import level” leads to less favorable product image, and this is valid for both lowend and highend products.
2014, Vol. 11 
