The Impact of Consumer Ethnocentrism and Vanity Traits on Product Purchase Intention

• Main Authors: Yiu-Chuan Chen, 陳有川
• Other Authors: Yu-An Huang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/78453751459547513188

碩士 === 國立暨南國際大學 === 國際企業學系 === 93 === Since Taiwan entered the WTO in 2001, domestic firms face the global competition during the past years. The consumer ethnocentrism is a construct which used to explain the phenomenon why the domestic consumer has a perceptual bias in favor of domestic products. Many foreign firms have applied this important concept to strengthen their brand image as competing in domestic competitiveness. Thus, it becomes an important issue for many domestic marketers. The Taiwanese firms can also apply the ethnocen- trism concept to strengthen their domestic competitiveness. In recent years, materialistic consumption becomes a more and more notable trend in Taiwan society. Many people prefer to boast their achievement or increase their outward attraction. Basically, the Consumer ethnocentrism emphasizes the belief that consumer loves their home country with the tendency prefer domestic products rather than foreign products. On the contrary, vanity traits is described as the tendency of consumer prefers foreign conspicuous products to domestic products. The purpose of this thesis is to examined whether the phenomenon of consumer ethnocentrism and vanity traits exist in Taiwan market and also provide an evidence that these two concepts would influence the purchasing intention significantly. The empirical results of this thesis are as below. Further research and managerial implications are also identified. 1. Consumer ethnocentrism and vanity traits certainly exist in Taiwan and they would affect consumer’s willingness to buy domestic and foreign products. 2. Conspicuousness may partly affect the purchase intention of consumer ethnocentrism and vanity traits depend on particular products.