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Consumer Ethnocentrism and Unwillingness to Buy Foreign Products
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자민족중심주의가 외국제품 불매의도에 미치는 영향 : 제품 품질 판단과 과시소비에 의한 조절효과를 중심으로

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Type
Academic journal
Author
Journal
Korean Association for Advertising and Public Relations The Korean Journal of Advertising and Public Relations Vol.9 No.4 KCI Accredited Journals
Published
2007.10
Pages
230 - 256 (27page)

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Result
Consumer Ethnocentrism and Unwillingness to Buy Foreign Products
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Globalization presents considerable challenges and opportunities for international marketers. Therefore, Consumers have a variety chance to meet more foreign product choices than ever before. Consequently, consumers attitudes toward products originating from foreign countries have been of interest to international business and consumer behavior researchers for decades. The purpose of this study is to investigate the moderating roles of quality judgment of domestic products and conspicuous consumption in the relationship between consumer ethnocentrism and unwillingness to buy foreign product in Korea. The results support the hypothesis that the impact of ethnocentrism is positively related to consumer unwillingness to buy foreign products. and The impact of ethnocentrism on consumer unwillingness to buy foreign products tend to be weaker when consumers judge them as being of high quality or when consumers hold higher conspicuous consumption values. The conceptual and managerial implications for Korea area discussed.
#자민족중심주의 #제품 품질 판단 #과시소비 #불매의도 #Consumer Ethnocentrism #Product Judgment #Conspicuous Consumption #Unwillingness to Buy

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