消费者认知:敌意、民族中心主义和购买中国产品的意愿

P. Kiriri
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引用次数: 2

摘要

由于贸易自由化和全球贸易壁垒的减少,全球发展已经看到了国际营销的快速增长。这导致了新市场的开辟和国外产品在国内市场的供应。由于生产成本低和技术进步,中国在全球贸易中发挥了主导作用。中国的电子产品现在可以在世界大部分地区找到。本研究试图确定消费者对中国制造产品的态度。它以消费者民族中心主义和消费者仇恨的概念为指导,以及这些概念如何影响购买中国电子产品的意愿。本次调查的样本量为385人,其中319人参与。数据是通过调查问卷收集的,调查问卷采用并修改了Quang, DinhChien和Long(2017)在越南的研究。采用因子分析、验证性因子分析(CFA)和结构方程建模(SEM)技术进行分析。从调查结果来看,很明显,在肯尼亚人中,消费者的种族中心主义影响着消费者的敌意水平。在消费者存在敌意的情况下,它对产品的判断没有影响。虽然受访者对中国表达了一定程度的敌意,但这并没有对产品的判断产生负面影响。在消费者民族中心主义方面,受访者表示,它对产品的判断有负面影响,这表明高水平的民族中心主义会导致对外国产品的不利态度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer Perception: Animosity, Ethnocentrism and Willingness to Buy Chinese Products
Global developments have seen the rapid growth of international marketing due to trade liberalization and a reduction in barriers to global trade. This has resulted in opening up of new markets and availability of foreign products in domestic markets. China has taken a leading role in global trade due to its low levels of production costs and technological advancements. Chinese electronic products can now be found most parts of the world. This study attempted at determining the attitudes of consumers towards made in China products. It was guided by the concepts of consumer ethnocentrism and consumer animosity and how these influenced the willingness to buy Chinese electronic products. A sample size of 385 was chosen with 319 participating. Data was collected through a questionnaire adopted and modified from a study by Quang, DinhChien and Long (2017) in Vietnam. Factor analysis, confirmatory factor analysis (CFA) and structural equation modelling (SEM) techniques were used in the analysis. From the findings, it was evident that amongst the Kenyans, consumer ethnocentrism influences the level of consumer animosity. In instances where consumer animosity existed, it did not have an impact on product judgments. Though the respondents had expressed some level of animosity towards China, the same did not have a negative impact on product judgments. In terms of consumer ethnocentrism, the respondents indicated that it had a negative impact on product judgments, an indication that a high level of ethnocentrism will lead to unfavourable attitudes towards a product from a foreign country.
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