Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars
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Accepted
28 February 2021
Published
28 February 2021
Keywords:
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animosity, brand image, ethnocentrism, product country image, willingness to buy
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.
References
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Ahmed, Z. U., Johnson, J. P., Yang, X., Fatt, C. K., Teng, H. S., & Boon, L. C. (2004). Does country of origin matter for low‐involvement products? International Marketing Review, 21(1), 102-120. Doi:10.1108/02651330410522925.
Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars. European Scientific Journal, 14(13), 228-239. Doi: 10.19044/Esj.2018.V14n13p228.
Atika, C. WD. (2018). The Influence of country of origin, brand image and perception of quality on interest in buying an oppo smartphone in the city of Bandar Lampung (in Bahasa Indonesia) (Bachelor). Universitas Lampung, Lampung.
Bushra, A., & Zafar, S. (2017). How does the antecedents of product country image affect willingness to buy foreign products? Pakistan Journal of Commerce and Social Sciences, 11(2), 524-541. ISSN: 2309-8619.
Cheah, I., Phau, I., Kea, G., & Huang, Y. A. (2016). Modelling effects of consumer animosity: Consumers' willingness to buy foreign and hybrid products. Journal of Retailing and Consumer Services, 30, 184-192. Doi: 10.1016/J.Jretconser.2016.01.018.
Devita, E., & Agustini, M. Y. D. H. (2019). Country of origin and brand image on purchase decision of south Korean cosmetic etude house. Journal Of Management and Business Environment, 1(1), 55-70. ISSN: 2685-5992.
Durianto, D., Sugiarto, & Sitinjak, T. (2004). Market conquering strategy: Through equity and brand behavior research (in Bahasa Indonesia). Jakarta: PT Gramedia Pustaka Utama.
Eren, S. S. (2013). Young consumers’ attitudes toward American products. Procedia-Social and Behavioral Sciences, 99, 489-495. Doi:10.1016/J.Sbspro.2013.10.517.
Fakharmanesh, S., & Miyandehi, R. G. (2013). The purchase of foreign products: The role of brand image, ethnocentrism and animosity: Iran market evidence. Iranian Journal of Management Studies, 6(1), 147-162.
Feng, Z., & Yu, G. (2016). Animosity and purchase intention: How perceived quality impacts Consumers' willingness to buy, as a moderating factor. Journal of International Business and Law, 15(2), 197-216.
Firdausya, A. (2020). The Influence of Country of Origin Brand on Wuling Motors Automotive Brand Purchase Decisions (A case study on Generation Y in South Jakarta) (in Bahasa Indonesia) (Bachelor). Universitas Pertamina, Jakarta.
Fischer, P. M., & Zeugner-Roth, K. P. (2017). Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism. Marketing Letters, 28, 189-204. Doi:10.1007/S11002-016-9400-7.
Gaikindo (2019). Indonesian Automobile Industry Data. Retrieved from https://www.gaikindo.or.id/indonesian-automobile-industry-data/
Guo, G., & Zhou, X. (2017). Consumer ethnocentrism on product judgment and willingness to buy: A meta-analysis. Social Behavior and Personality, 45(1), 163-176. Doi:10.2224/sbp.5548.
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. United Kingdom: Cengage Learning.
Han, G., & Wang, X. (2012). Understanding “Made in China”: Valence framing and product-country image. Journalism & Mass Communication Quarterly, 89(2), 225-243. Doi:10.1177/1077699012439034.
Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer perspective. Sage Open, 5(2), 1-12. Doi:10.1177/2158244015592680.
Harly, G. S., & Octavia, D. (2014). The influence of fashion blogger endorsements on buying interest in local brands in 2013-2014 (A Case study on fashion blogger Evita Nuh) (in Bahasa Indonesia) (Bachelor). Jurnal Manajemen Indonesia, 14(2), 140-151. doi:10.25124/jmi.v14i2.358.
Hien, N. N., Phuong, N. N., Tran, T. V., & Thang, L. D. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205-1212. Doi:10.5267/j.msl.2019.11.038.
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251-270. Doi: 10.1177/0092070304264262.
Irpan, I., & Ruswanti, E. (2020). Analysis of brand awareness and brand image on brand equity over customer implications to purchase intention at PT. SGMW Motor Indonesia (Wuling, Indonesia). Journal of Multidisciplinary Academic, 4(3), 127-134. ISSN/e-ISSN: 2541-0369/2613-988X.
Kim, S. J., Choi, Y. K., Kim, K. H., & Liu, H. (2015). Country of origin and brand image influences on perceptions of online game quality. Journal of Consumer Behaviour, 14(6), 389-398. Doi:10.1002/cb.1554.
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People's Republic of China. Journal of Marketing, 62(1), 89-100. Doi:10.1177/002224299806200108.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15 ed.) Global Edition. Essex, England: Pearson.
Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139-155. Doi: 10.1108/13555850810864524.
Kowang, T. O., Samsudin, S. A., Yew, L. K., Hee, O. C., Fei, G. C., & Long, C. S. (2018). Factors affecting car purchase intention among undergraduates in Malaysia. International Journal of Academic Research in Business and Social Sciences. 8(8), 80-88. Doi:10.6007/ijarbss/v8-i8/4437.
Lau, K. C., & Phau, I. (2007). Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution. Psychology & Marketing, 24(5), 421-444. Doi:10.1002/mar.20167.
Le, H. T., Nguyen, P. V., Dinh, H. P., & Dang, C. N. (2017). Effects of country of origin and product features on customer purchase intention: A study of imported powder milk. Academy of Marketing Studies Journal. 21(1), 1-19. ISSN/e-ISSN: 1095-6298/1528-2678.
LeVine, R. A., & Campbell, D. T. (1972). Ethnocentrism: Theories of conflict, ethnic attitudes, and group behavior. Washington, DC: John Wiley & Son.
Lo, S. C., Tung, J., Wang, K. Y., & Huang, K. P. (2017). Country-of-origin and consumer ethnocentrism: Effect on brand image and product evaluation. Journal of Applied Sciences, 17(7), 357-364. Doi:10.3923/jas.2017.357.364.
Milovan-Ciuta, A. M., Ardelean, V. M., Sahour, S. A., & Jurca, F. C. (2019). The country of origin influence on the decision to buy wine. A research framework proposal. Ecoforum Journal, 8(1).
Moraes, S. G., & Strehlau, V. I. (2020). Country or brand: What matters to younger millennials? Brazilian Business Review, 17(3), 275-292. Doi:10.15728/bbr.2020.17.3.2.
Munir, S., Humayon, A. A., Ahmed, M., Haider, S., & Jehan, N. (2017). Brand image and customers' willingness to pay a price premium for female's stitched clothing. Pakistan Journal of Commerce and Social Sciences, 11(3), 1027-1049. ISSN: 2309-8619.
Pandian, J. (1985). Anthropology and The Western Tradition: Toward An Authentic Anthropology. Prospect Heights, IL: Waveland.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2007). Country image and consumer-based brand equity: Relationships and implications for international marketing. Journal of International Business Studies, 38(5), 726-745. Doi:10.1057/palgrave.jibs.8400293.
Quang, N. N., Chien, T. D., & Long, N. H. (2017). The effects of consumer ethnocentrism and consumer animosity on the willingness to buy with the mediating role of products judgments: Children's food case. Advances in Economics and Business, 5(8), 466-475. Doi:10.13189/aeb.2017.050805.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 24(3), 280-289. Doi:10.1177/002224378702400304.
Souiden, N., Ladhari, R., & Chang, L. (2018). Chinese perception and willingness to buy Taiwanese brands. Asia Pacific Journal of Marketing and Logistics, 30(4), 816-836. Doi:10.1108/APJML-09-2017-0203.
Tjiptono, F. (2005). Brand Management and Strategy. Yogyakarta: Andi.
Tong, X., & Li, C. (2013). Impact of brand personality and consumer ethnocentrism in China's sportswear market. Asia Pacific Journal of Marketing and Logistics, 25(3), 491-509. Doi:10.1108/APJML-08-2012-0081.
Topçu, U. C., & Kaplan, M. (2015). Willingness to buy foreign products in relation to ethnocentric tendencies and worldminded attitudes of consumers. Procedia-Social and Behavioral Sciences, 207, 157-164. Doi:10.1016/j.sbspro.2015.10.166.
Verlegh, P. W. J. (2007). Home country bias in product evaluation: the complementary roles of economic and sociopsychological motives. Journal of International Business Studies, 38 (3), 361-373. Doi: 10.1057/palgrave.jibs.8400269.
Wang, C. L., & Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: Testing moderating effects. Journal of consumer Marketing, 21(6), 391-400. Doi:10.1108/07363760410558663.
Xin, L., & Seo, S. S. (2019). The role of consumer ethnocentrism, country image, and subjective knowledge in predicting intention to purchase imported functional foods. British Food Journal, 122(2), 448-464. Doi:10.1108/BFJ-05-2019-0326.
Yagci, M. I. (2001). Evaluating the effects of country-of-origin and consumer ethnocentrism: A case of a transplant product. Journal of International Consumer Marketing, 13(3), 63-85. Doi: 10.1300/J046V13N03_05.
Zeren, D., Kara, A., & Arango Gil, A. (2020). Consumer ethnocentrism and willingness to buy foreign products in emerging markets: Evidence from Turkey and Colombia. Latin American Business Review, 21(2), 1-28. Doi:10.1080/10978526.2019.1697186.
Adenan, M. A., Ali, J. K., & Rahman, D. H. A. A. (2018). Country of origin, brand image and high involvement product towards customer purchase intention: Empirical evidence of east Malaysian consumer. Jurnal Manajemen dan Kewirausahaan, 20(1), 63-72. Doi:10.9744/jmk20.1.63-72.
Ahmed, Z. U., Johnson, J. P., Yang, X., Fatt, C. K., Teng, H. S., & Boon, L. C. (2004). Does country of origin matter for low‐involvement products? International Marketing Review, 21(1), 102-120. Doi:10.1108/02651330410522925.
Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars. European Scientific Journal, 14(13), 228-239. Doi: 10.19044/Esj.2018.V14n13p228.
Atika, C. WD. (2018). The Influence of country of origin, brand image and perception of quality on interest in buying an oppo smartphone in the city of Bandar Lampung (in Bahasa Indonesia) (Bachelor). Universitas Lampung, Lampung.
Bushra, A., & Zafar, S. (2017). How does the antecedents of product country image affect willingness to buy foreign products? Pakistan Journal of Commerce and Social Sciences, 11(2), 524-541. ISSN: 2309-8619.
Cheah, I., Phau, I., Kea, G., & Huang, Y. A. (2016). Modelling effects of consumer animosity: Consumers' willingness to buy foreign and hybrid products. Journal of Retailing and Consumer Services, 30, 184-192. Doi: 10.1016/J.Jretconser.2016.01.018.
Devita, E., & Agustini, M. Y. D. H. (2019). Country of origin and brand image on purchase decision of south Korean cosmetic etude house. Journal Of Management and Business Environment, 1(1), 55-70. ISSN: 2685-5992.
Durianto, D., Sugiarto, & Sitinjak, T. (2004). Market conquering strategy: Through equity and brand behavior research (in Bahasa Indonesia). Jakarta: PT Gramedia Pustaka Utama.
Eren, S. S. (2013). Young consumers’ attitudes toward American products. Procedia-Social and Behavioral Sciences, 99, 489-495. Doi:10.1016/J.Sbspro.2013.10.517.
Fakharmanesh, S., & Miyandehi, R. G. (2013). The purchase of foreign products: The role of brand image, ethnocentrism and animosity: Iran market evidence. Iranian Journal of Management Studies, 6(1), 147-162.
Feng, Z., & Yu, G. (2016). Animosity and purchase intention: How perceived quality impacts Consumers' willingness to buy, as a moderating factor. Journal of International Business and Law, 15(2), 197-216.
Firdausya, A. (2020). The Influence of Country of Origin Brand on Wuling Motors Automotive Brand Purchase Decisions (A case study on Generation Y in South Jakarta) (in Bahasa Indonesia) (Bachelor). Universitas Pertamina, Jakarta.
Fischer, P. M., & Zeugner-Roth, K. P. (2017). Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism. Marketing Letters, 28, 189-204. Doi:10.1007/S11002-016-9400-7.
Gaikindo (2019). Indonesian Automobile Industry Data. Retrieved from https://www.gaikindo.or.id/indonesian-automobile-industry-data/
Guo, G., & Zhou, X. (2017). Consumer ethnocentrism on product judgment and willingness to buy: A meta-analysis. Social Behavior and Personality, 45(1), 163-176. Doi:10.2224/sbp.5548.
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. United Kingdom: Cengage Learning.
Han, G., & Wang, X. (2012). Understanding “Made in China”: Valence framing and product-country image. Journalism & Mass Communication Quarterly, 89(2), 225-243. Doi:10.1177/1077699012439034.
Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer perspective. Sage Open, 5(2), 1-12. Doi:10.1177/2158244015592680.
Harly, G. S., & Octavia, D. (2014). The influence of fashion blogger endorsements on buying interest in local brands in 2013-2014 (A Case study on fashion blogger Evita Nuh) (in Bahasa Indonesia) (Bachelor). Jurnal Manajemen Indonesia, 14(2), 140-151. doi:10.25124/jmi.v14i2.358.
Hien, N. N., Phuong, N. N., Tran, T. V., & Thang, L. D. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205-1212. Doi:10.5267/j.msl.2019.11.038.
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251-270. Doi: 10.1177/0092070304264262.
Irpan, I., & Ruswanti, E. (2020). Analysis of brand awareness and brand image on brand equity over customer implications to purchase intention at PT. SGMW Motor Indonesia (Wuling, Indonesia). Journal of Multidisciplinary Academic, 4(3), 127-134. ISSN/e-ISSN: 2541-0369/2613-988X.
Kim, S. J., Choi, Y. K., Kim, K. H., & Liu, H. (2015). Country of origin and brand image influences on perceptions of online game quality. Journal of Consumer Behaviour, 14(6), 389-398. Doi:10.1002/cb.1554.
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People's Republic of China. Journal of Marketing, 62(1), 89-100. Doi:10.1177/002224299806200108.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15 ed.) Global Edition. Essex, England: Pearson.
Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139-155. Doi: 10.1108/13555850810864524.
Kowang, T. O., Samsudin, S. A., Yew, L. K., Hee, O. C., Fei, G. C., & Long, C. S. (2018). Factors affecting car purchase intention among undergraduates in Malaysia. International Journal of Academic Research in Business and Social Sciences. 8(8), 80-88. Doi:10.6007/ijarbss/v8-i8/4437.
Lau, K. C., & Phau, I. (2007). Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution. Psychology & Marketing, 24(5), 421-444. Doi:10.1002/mar.20167.
Le, H. T., Nguyen, P. V., Dinh, H. P., & Dang, C. N. (2017). Effects of country of origin and product features on customer purchase intention: A study of imported powder milk. Academy of Marketing Studies Journal. 21(1), 1-19. ISSN/e-ISSN: 1095-6298/1528-2678.
LeVine, R. A., & Campbell, D. T. (1972). Ethnocentrism: Theories of conflict, ethnic attitudes, and group behavior. Washington, DC: John Wiley & Son.
Lo, S. C., Tung, J., Wang, K. Y., & Huang, K. P. (2017). Country-of-origin and consumer ethnocentrism: Effect on brand image and product evaluation. Journal of Applied Sciences, 17(7), 357-364. Doi:10.3923/jas.2017.357.364.
Milovan-Ciuta, A. M., Ardelean, V. M., Sahour, S. A., & Jurca, F. C. (2019). The country of origin influence on the decision to buy wine. A research framework proposal. Ecoforum Journal, 8(1).
Moraes, S. G., & Strehlau, V. I. (2020). Country or brand: What matters to younger millennials? Brazilian Business Review, 17(3), 275-292. Doi:10.15728/bbr.2020.17.3.2.
Munir, S., Humayon, A. A., Ahmed, M., Haider, S., & Jehan, N. (2017). Brand image and customers' willingness to pay a price premium for female's stitched clothing. Pakistan Journal of Commerce and Social Sciences, 11(3), 1027-1049. ISSN: 2309-8619.
Pandian, J. (1985). Anthropology and The Western Tradition: Toward An Authentic Anthropology. Prospect Heights, IL: Waveland.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2007). Country image and consumer-based brand equity: Relationships and implications for international marketing. Journal of International Business Studies, 38(5), 726-745. Doi:10.1057/palgrave.jibs.8400293.
Quang, N. N., Chien, T. D., & Long, N. H. (2017). The effects of consumer ethnocentrism and consumer animosity on the willingness to buy with the mediating role of products judgments: Children's food case. Advances in Economics and Business, 5(8), 466-475. Doi:10.13189/aeb.2017.050805.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 24(3), 280-289. Doi:10.1177/002224378702400304.
Souiden, N., Ladhari, R., & Chang, L. (2018). Chinese perception and willingness to buy Taiwanese brands. Asia Pacific Journal of Marketing and Logistics, 30(4), 816-836. Doi:10.1108/APJML-09-2017-0203.
Tjiptono, F. (2005). Brand Management and Strategy. Yogyakarta: Andi.
Tong, X., & Li, C. (2013). Impact of brand personality and consumer ethnocentrism in China's sportswear market. Asia Pacific Journal of Marketing and Logistics, 25(3), 491-509. Doi:10.1108/APJML-08-2012-0081.
Topçu, U. C., & Kaplan, M. (2015). Willingness to buy foreign products in relation to ethnocentric tendencies and worldminded attitudes of consumers. Procedia-Social and Behavioral Sciences, 207, 157-164. Doi:10.1016/j.sbspro.2015.10.166.
Verlegh, P. W. J. (2007). Home country bias in product evaluation: the complementary roles of economic and sociopsychological motives. Journal of International Business Studies, 38 (3), 361-373. Doi: 10.1057/palgrave.jibs.8400269.
Wang, C. L., & Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: Testing moderating effects. Journal of consumer Marketing, 21(6), 391-400. Doi:10.1108/07363760410558663.
Xin, L., & Seo, S. S. (2019). The role of consumer ethnocentrism, country image, and subjective knowledge in predicting intention to purchase imported functional foods. British Food Journal, 122(2), 448-464. Doi:10.1108/BFJ-05-2019-0326.
Yagci, M. I. (2001). Evaluating the effects of country-of-origin and consumer ethnocentrism: A case of a transplant product. Journal of International Consumer Marketing, 13(3), 63-85. Doi: 10.1300/J046V13N03_05.
Zeren, D., Kara, A., & Arango Gil, A. (2020). Consumer ethnocentrism and willingness to buy foreign products in emerging markets: Evidence from Turkey and Colombia. Latin American Business Review, 21(2), 1-28. Doi:10.1080/10978526.2019.1697186.
Authors
Siahaan R. H., Suhud U., & Purwohedi U. (2021). Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars . Journal of Consumer Sciences, 6(1), 62-76. https://doi.org/10.29244/jcs.6.1.62-76
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