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

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.

The Factors Influencing the Willingness to Buy Korean Noodles With Moderating Variable of Domestic Product Judgement

“…According to Halim & Zulkarnain (2017) Willingness to buy means a person's interest and willingness to have or buy imported products due to the interest and fulfillment of an expectation of products, while according to (Humisar et al, 2021), the willingness to buy is one of the behaviors (responses) to objects that show the consumer's wish to make a purchase. When consumers feel a negative attitude towards a country, they may reject products or services from that country, even though the quality or judgment of their products is good (Klein et al, 1998).…”

“…Firstly, as this research mainly investigates specific variables of Consumer Ethnocentrism, World-mindedness, and moderation variable of domestic product judgment toward the willingness to buy a foreign product, there might be other factors that the research needs to be taken into consideration. Other variables which might be highly likely to influence the intention to buy imported noodles, for instance, the marketing mix, Uncertainty Avoidance by Hofstede's Cultural Dimensions, other components of Country of Origins (namely: Country Image, Product image by country, Stereotype), Brand Image, Brand Trust, Involvement and or Product Familiarity (Ahidin et al, 2019;ALSHAMMARI et al, 2018;Humisar et al, 2021;Kiriri, 2019;Klein et al, 1998;Ogawa & Cuandra, 2022;Prakoso et al, 2019;Yang et al, 2016).…”

“…The Korean government has changed its cultural policy to use the Korean Wave as a means of power to improve the national image and underline the importance of other assets from Korea, such as food products and other commodities (Prakoso et al, 2019) Previous studies found that the effect of country origin contributed an essential role in the brand image of a product and indirectly impacted consumers' purchase intention (Yang et al, 2016). Other studies discussed the concept of Consumer Ethnocentrism and world-mindedness and domestic product judgment on intention to purchase a foreign product or the attitude toward other foreign products (ALSHAMMARI et al, 2018;Alsughayir & Alsughayir, 2013;ČVIRIK & STANKOVÁ, 2019;Humisar et al, 2021;Karoui & Khemakhem, 2019a;Khalid, 2020;Kiriri, 2019;Merryfield et al, 2004;Ramadania et al, 2015;Topçu & Kaplan, 2015).…”