Consumer Ethnocentrism,Product Involvement and Purchase Willingness of Domestic Products

doi:10.13438/j.cnki.jdxb.2019.02.004

Abstract

Abstract: Consumers' purchase decision is the process of collision between intuition thinking and rational thinking.People will buy domestic products out of national centralism emotion,but they will also rationally involve in a product and then make decisions.Based on the related theories of consumer ethnocentrism and product involvement,this paper gains data by questionnaires.Through statistical analysis,the conclusion is that the influence of the consumer ethnocentrism on the purchase intention of domestic products is significantly positive.However,the influence of different dimensions of ethnocentrism on the purchase intention of domestic products varies.And the degree of product involvement negatively moderates the relationship between consumer ethnocentrism and the purchase intention of domestic products.Suggestions are given at the end:in the process of national brand strategy implementation and enterprise management practice,not only the quality competitive advantage of "Made in China" should be fostered,but also the "reflexiveness" of Chinese consumers should be skillfully used so as to effectively improve the consumer's willingness to purchase domestic products.

Key words: consumer ethnocentrism, product involvement, purchase intention, reflexiveness

LI Xuexin,ZHANG Zheng. Consumer Ethnocentrism,Product Involvement and Purchase Willingness of Domestic Products[J]. Journal of Jishou University（Social Sciences）, DOI: 10.13438/j.cnki.jdxb.2019.02.004.

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