Empirical Study On The Effect Of CET On College Students’Willingness To Purchase

Consumer Ethnocentrism Tendency refers to national preference in consumers’purchase. When consumers select comparable domestic and foreign goods, it is a common psychological tendency that they have a preference for domestic products and resistance for foreign. They argue that buying foreign products would hurt the local economy, lead to unemployment and even be unpatriotic.This study focuses on the relationship between consumer ethnocentrism tendency and the willingness to buy domestic goods or foreign. The research proves the existence of Consumer Ethnocentrism Tendency among college students. Then it discusses the influence of demographic variables and values on Consumer Ethnocentrism Tendency and introduces the image of origin country as a moderator between CET and purchasing willingness.This study uses stratified sampling and surveys college students in four cities, Beijing, Shanghai, Guangzhou and Xi’an. Variance analysis, factor analysis, correlation analysis and regression analysis are applied to test relevant assumptions. The findings show:1.CET exists in college consumers. The location of university, grade (level of education) and knowledge structure all has a significant impact on CET while gender does not.2. Value variances are extracted into four factors by factor analysis and have positive relationship with CET.3. CET positively correlates with willingness to buy domestic goods. Except for Korea cosmetics and clothes, CET negatively correlates with the purchasing willingness of foreign products.4. This article studies the regulation of country of origin by taking electronic products as example. The image of China or Korea does not regulate the intention to buy its goods. The image of Japan, the United States has a regulatory role of national product. U.S. higher economy, cultural image weakens the impact of CET on purchasing intention.Japan’s political and cultural image affects students’buying tendencies to its products negatively.Finally, based on the perspective of Consumer Ethnocentrism, some appropriate marketing strategies are raised for government, local and multinational enterprises.