Suggestions for Future research

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In regards to the analysis limitations, each independent variable was treated separately from other independent variables. However, this approach might prevents to highlight the joint effect of all independent variables on the dependent variable.

Our findings might have been different or more nuanced. However, as it was the first empirical work on the influence of country image on wine purchase intention in Taiwan, this study was foremost an exploratory approach.

The sample of respondents for this study may have, in some ways limitations.

Admittedly, the sample respondents possess the necessary characteristics to be considered actual or potential consumers of wine. Nevertheless it raises the question of the representativeness of the sample to the target population. In addition, several characteristics of the respondents proved to be too homogeneous, which did not allow us to operate certain treatments, including their level of knowledge about France and familiarity with products made in France. These two variables are usually taken into account in the work on the "country of origin" effect as they can influence the purchase behavior of individuals. Therefore, extrapolation of our results to the entire population of consumers of wine could be problematic. Other research to new respondent audiences should be conducted to confirm these findings.

5.3 Suggestions for future research

This study can give rise to different research approaches that are worth exploring.

First, it aims to overcome some limitations that we have just stated, and second, to propose new analysis of the impact of the country of origin of wine on consumer's shopping behavior.

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For future research we suggest to take into consideration other factors than the country of origin of the wine. In this research, we have considered only one criteria for the assessment of the wine: the country of origin. As exposed previously in the limitation it could be interesting to expand and take into account other aspects than the origin, such as grape wine, the year of bottling , the region of production...etc.

Moreover, as presented in the limits of this research, we noted that the study did not use test product physically present and did not place respondent's in an actual purchase situation. We relied on the literature including the research of Peterson and Jolibert (1995) to explain that in the absence of physical product, the "country of origin" effect might be overestimated. For their part, Liefeld (1993) and Samiee (1994) they argue that the consumer pays less attention to information on the country of origin in real purchasing situation. It could be interesting to investigate respondents' attitude in real or alike purchase situation in future research on wine purchase behavior.

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