The Impact of Consumer Ethnocentrism and Country-of-Origin Effect On the Attitude and Purchase Intention of Chinese Knock-off and World Famous Mobile Phones

• Main Authors: Yi-Wen Tseng, 曾儀雯
• Other Authors: 黃恆獎
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/31852881137990475094

碩士 === 國立臺灣大學 === 國際企業學研究所 === 99 === The entrance of China to the World Trade Organization (WTO) and the opening of the domestic market cause the competition in China handset market being very fierce. However, Chinese knock-off mobile phone（Shan Jhai Ji） was making a figure in such intense circumstances, and being popular in China, 2008. Later, it appears all over the world; moreover, its market share in China is almost the same as famous foreign brands. So, why could Shan Jhai Ji make such a big success in China handset market is becoming the issue that everyone wants to know. Therefore, the thesis will investigate the effects of ethnocentrism, country of origin, and product attribute on Chinese consumers’ attitude and their purchase intention toward Shan Jhai Ji and famous foreign brand, NOKIA, from the perspective of consumer behavior theory. This study then is laid on constructing the correlative model to test causal relationship between these constructs. Besides, the model also has a moderating variable, product knowledge, to examine its impact on this research. Data were collected through questionnaire investigation. And the subjects of this research were Chinese assembly line workers and students. The adopted analysis tools were LISREL and SPSS statistical method. Research reveals that： 1.Chinese consumer ethnocentric tendencies will positively affect the China’s country image, but negative correlated with foreign country’s image. 2.Country image serve as a halo when Chinese consumers are evaluating the handset products. 3.Chinese consumers’ attitude towards the mobile phones is mainly affected by objective beliefs. 4.Product knowledge has a negative moderating effect on the path of China’s country image to consumers’ attitude toward Shan Jhai Ji. 5.Product knowledge has a negative control effect on consumers’ attitude toward NOKIA. 6.Generally speaking, Chinese consumers give NOKIA a higher score in product attribute rating, and their attitude toward NOKIA is positive, so the purchase intention is higher. On the contrary, Shan Jhai Ji is given a lower score in product attribute rating, and consumers’ attitude toward it is negative, therefore, the purchase intention is lower. At the end of the article, conclusions and managerial implications of the findings will be provided to mobile phone vendors.