Extending consumer ethnocentrism theory: the moderating effect test
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 18 October 2018
Issue publication date: 5 November 2018
Abstract
Purpose
While the idea that consumer ethnocentrism influences the willingness to buy domestic products is a well-known assumption for marketers, the purpose of this paper is to examine the moderating effect of consumer ethnocentrism on the willingness to buy domestic products in developing countries.
Design/methodology/approach
Hierarchical moderator regression analysis and simple slope analysis are used to test the postulated hypotheses, and 385 consumers in Taiwan are studied.
Findings
The findings revealed that consumer ethnocentrism, perceived quality, perceived price and perceived brand image are significantly associated with the willingness to buy domestic products. Moreover, consumer ethnocentrism significantly moderates the relationships of the model.
Research limitations/implications
Consumer ethnocentrism increases the positive effects of perceived quality and perceived brand image on the willingness to buy domestic products in developing countries, whereas it may increase the negative effect of perceived price on the willingness to buy domestic products.
Practical implications
The results of this study suggest that practitioners should not only improve the quality and brand image of domestic products but also avoid putting a high price on domestic products to increase the willingness to buy domestic products for consumers in developing countries.
Originality/value
This study advances the consumer ethnocentrism theory by adding the moderating effect of consumer ethnocentrism to the model.
Keywords
Citation
Yen, Y.-S. (2018), "Extending consumer ethnocentrism theory: the moderating effect test", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 4, pp. 907-926. https://doi.org/10.1108/APJML-09-2017-0226
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited