None

　Most of developing and especially underdeveloped countries have the problems with the economic growth because they face the problems of finding the market for their prod-ucts. Developed/advanced countries such as the United State or Japan have gained the advantages of home country bias. A consumer prefers to buy the products from the de-veloped countries rather than developing or underdeveloped countries. The gaps between developed countries and developing/underdeveloped countries are very big. A study of country of origin effects has been begun since the 1960s, however most these researches involve in more developed countries. Therefore, this study tries to seek for investigating the consumers’ attitudes and purchasing intention in new developed and underdeveloped country—Taiwan and Cambodia—on the electronic products made in four different lev-els of economic development countries: Taiwan, China, Thailand, and Japan. This study also examines phenomenon of consumer ethnocentrism and consumers’ perception of products’ quality and price of the electronic products from different sources.

　As the results indicate that both Taiwanese and Cambodian respondents perceive Japanese electronic products as the most favorable and high quality with high attitudes and intention to purchase. Taiwanese, Thai, and Chinese electronic products are per-ceived in a second, third, and fourth, respectively. Chinese electronic products are per-ceived as low and cheap price, while electronic products made in Thailand are getting stuck in the middle. On the other hand, high and low ethnocentric consumers also per-ceive Japanese products to be the most favorable, and they demonstrate high attitudes and intention to purchase Japanese electronic products rather than their own products (Tai-wanese electronic products) that reverse with the consumer ethnocentrism concept. The major reasons might due to (1) the culture tied between Taiwan and Japan and (2) this study employs general electronic products, which are not specific on the brand name that cause respondents rely more on the country of origin.

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