| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 90 === In recent years, with the continuous development of the business, globalization has become an important trend. The globalization of markets presents lots of challenges and opportunities for domestic and international marketers. This leads to another notable trend that target consumers in domestic markets who are exposed to, and are selecting from a wider range of foreign brands than ever before. Thus, more and more marketers have shown a growing interest in understanding the factors related to consumers’ purchase behavior toward imported goods. Therefore, they can get opportunities of successful marketing.
The important concepts of consumer ethnocentrism and consumer animosity are contributive for domestic and international marketers to understand the consumers’ belief and attitude toward imported products. The consumer of ethnocentrism can explain the phenomenon why domestic consumers prefer domestic products to foreign products. Similarly, the concept of consumer animosity can explain the phenomenon why domestic consumers reject to buy the products of a target country. In addition to consumer animosity and consumer ethnocentrism, personal characteristics are also added to my present study in order to examine their impact on the relationship among consumer ethnocentrism, consumer animosity and purchase intention.
Empirical results show that consumer ethnocentrism and consumer animosity certainly exist in Taiwan and they would affect consumers’ willingness to buy domestic and foreign products. Besides, it is evidenced that several personal characteristics, such as gender, education, income and party, have moderating effects on the relationship of consumer ethnocentrism and consumer animosity with purchase intention respectively. Finally, in accordance with the results of this research, conclusions and suggestions are presented.
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