Research On The Influence Of Consumer Ethnocentrism On Automobile Brand Purchase Intention

Consumer ethnocentrism represents the beliefs about the appropriateness, indeedmorality, of purchasing foreign-made products which describes consumer’sconsumption psycho-tendency. In addition, consumers are faced with a more diversechoice under a deeper economic globalization circumstance. But not all the consumersprefer foreign-made products, and also, economic globalization may simulates them toprotect domestic industry, support domestic products, even ignore the price and functionand just because it’s “made in china”, they prefer them more. Moreover, after the“reform and pen” policy, our economic develops fast which makes domestic productsimprove both in quality and price performance, and weakens consumer’s mentality of“worship everything foreign”. So, under the action of these factors, whether consumerswill prefer to domestic products? This is the entry point of this study. This paper selectsautomobile brand as the research object, and cuts the original consumers ethnocentrismtendency scale’s17items to6, then discusses how consumers ethnocentrism influenceconsumer’s domestic or foreign automobile brand purchase intention.This paper firstly summarizes the domestic and oversea researches on consumerethnocentrism; then it studies the influence of consumers ethnocentrism on consumer’sautomobile brand purchase intention mainly including direct effect, meditating effect,moderating effect based on the theory of reasoned action; And finally it builds theirconcept model. In the following empirical study, this paper collects data throughquestionnaire survey, uses SPSS to conduct principle component and regression analysis,tests hypothesizes which are proposed in the concept model. In the end, this papersummarizes the research results, briefly explains the deficiencies and future researchdirection.