Articlegold2021

Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars

Ricky Humisar · Usep Suhud · Unggul Purwohedi

9 citations0/0 files storedJournal of Consumer Sciences

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

This study aims to determine the effect of ethnocentrism, animosity, product country image, and brand image on the willingness to buy Chinese car products. Data were collected from Chinese car users and potential car buyers. The purposive sampling technique was chosen in this study, which resulted in 300 respondents for analysis. Data were analysed using exploratory factor analysis and structural equation modelling. The results showed that ethnocentrism had a significant positive effect on animosity and had a significant negative effect on brand image, animosity had a significant negative effect on willingness to buy, the brand image had a positive and significant effect on willingness to buy, and product country image had a significant positive effect on brand image. Meanwhile, ethnocentrism and product country image do not affect willingness to buy. This study helps to improve our understanding of consumer behaviour regarding the purchase of foreign products.

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1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 2007Country image and consumer-based brand equity: relationships and implications for international marketing 2004Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects 2004Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis 2004Does country of origin matter for low‐involvement products?2007Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives 2008Country of origin, brand image perception, and brand image structure

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