Antecedents of Taiwan Chinese Consumers’ Purchase Intentions Toward U.S.- and Japanese-Made Household Appliances

Abstract

The purpose of this article is to understand the factors influencing Taiwan's Chinese consumers' purchase intentions toward U.S. and Japanese household appliances. The authors attempt to develop and test a comprehensive model linking such purchase intentions to several constructs including Taiwan Chinese consumers' openness to foreign cultures, consumer nationalism, product familiarity, traditional cultural values orientation, and product-country image. The result of analysis using structural equation modeling shows that consumer nationalism has a strong indirect effect on purchase intention via the product-country image construct. Taiwan Chinese consumers' traditional cultural values orientation and openness to foreign cultures have direct effects on consumer nationalism and, hence, are important antecedents in explaining the purchase intentions toward foreign-made goods by Taiwan Chinese consumers. With the growing importance of the Chinese domestic market, this study provides international marketing managers with practical implications in important areas such as market segmentation, branding strategy, and market research and practices in the Chinese consumer market.

The Routledge Companion to Marketing Research

“…International marketers view Taiwan as an entry for other Asian markets, and the understanding of Taiwanese consumers is valuable not only in targeting China but also in gaining access to other Asian markets with high concentrations of ethnic Chinese people (Javalgi et al 2013).…”

A Meta-analysis of the Antecedents and Outcomes of Consumer Foreign Country Image Perceptions: The Moderating Role of Macro-level Country Differences

“…In addition, having a favorable GCI and PCI can help to reduce uncertainty associated with foreign products and enhance in this way their value potential (Souiden et al, 2011;Wang et al, 2012). Accordingly, the overall favorable assessment of a country and its products is expected to translate into an intention to buy products originating from this country (Javalgi et al, 2013). Thus, we may posit that:…”