Research On Chinese Consumers' Ethnocentrism And Its Influence On Purchase Intention

With the development of economic globalization,consumers can freely buy a variety of products at home and abroad.How does the consumer make a purchase decision? How to guide consumers to support Chinese products?In the context of these questions,the research on the consumer's purchase intention and behavior of the product has become the focus of consumer behavior research.Foreign countries put forward the concept of consumer ethnocentrism in many years ago,but the consumer nationalism is an exotic vocabulary,the theory of consumer ethnocentrism cannot be completely applied in China.Therefore,this paper studies the consumer ethnocentrism on the basis of China's national conditions.In this paper,Yunnan White is taken as the research object.This article forms a conceptual model by integrating domestic and foreign research results.Meanwhile,it has been revised on the basis of existing mature scales to form a patriotism scale,a domestic products awareness scale,a consumer-brand emotion scale,a comprehensive products utility scale as well as a consumer purchase intention scale.A questionnaire survey is carried out on the basis of these scales.Finally,software of SPSS and AMOS are used to analyze the data.The main results are as follows.Firstly,we define the connotation of domestic products awareness and clarifies the dimensions of patriotism and consumer-brand emotion.Both dimensions are verified through exploratory factor analysis,thus improving the relevant theoretical system of domestic products awareness.Secondly,we analyze the influence mechanism of patriotism on Chinese goods consciousness and the influence mechanism of Chinese goods consciousness on consumers' purchase intention.On this basis,weconstruct a conceptual model of antecedents and post dependent variables of Chinese goods consciousness.First of all,the national pride,the national economic consciousness and the national collective self-esteem has a positive impact on Chinese consumers' ethnocentrism,in which the national pride plays the most important role.Secondly,Chinese consumers' ethnocentrism has a positive impact on consumer's purchase intention.And then consumer-brand emotion plays a role in regulating the relationship between domestic products awareness and domestic products purchase intention.That is,consumer-brand personal emotion negatively regulates the relationship between domestic products awareness and domestic products purchase intention,while consumer-brand personal emotion negatively regulates the relationship between the domestic products awareness and domestic products purchase intention;finally comprehensive products utility positively regulates the relationship between the domestic products awareness and domestic products purchase intention.Thirdly,the research results of this article have important enlightenment on how ethnic enterprises and domestic brands can inspire consumers' purchase intention through domestic products awareness.First,for different groups of people,enterprises can introduce different types of products to ensure that both emotional consumers and rational consumers can find products they want.Second,enterprises should explore and maintain the “Chinese elements” of their products,and shape their distinctive indigenization personality from the perspectives of craftsmanship,quality,inheritance,and ethnic cultural characteristics.Third,enterprises should endow products emotion and promote products image so as to arouse consumers' domestic products awareness.Fourth,enterprises should constantly improve their comprehensive products utility and then inspire consumers to purchase domestic products.