An Empirical Investigation Of Consumer Enthnocentrisim In China

Consumer ethnocentrism is defined (Shimp and Sharma 1987, p. 280) as "the beliefs held by consumers about the appropriateness, indeed morality, of purchasing foreign-made products." Consumers who are ethnocentric believe that purchasing imported products is unpatriotic, causes loss of jobs, and hurts the domestic economy. Nowadays the corporations are confronted with the most drastic competition. Most enterprise in countries who are WTO members often applied psychological methods to marketing in order to strengthen self competition abilities and win national preference besides enhancing efficiency , cutting cost, improving quality intensifying service and so on. The study of consumer ethnocentrism would be appropriate in a market where fierce competition exists between domestic and foreign-made products. This research investigates the consumer ethnocentrism in an empirical method, establishes a model for the relationship between the consumer ethnocentrism and domestic purchase-related,discusses influencing factors for the relationship,additionally, some special products are tested .The paper has six parts:Chapter 1 introduces the research background, research objects and research flow.Chapter 2 retrospectus the theory of consumer ethnocentrism; reviews the basic conceptions of country image, consumer ethnocentrism, domestic purchase-related. Besides, study opportunity is proposed.Chapter 3 devises the research proceed; brings forward the research frame, research hypothesises; explains the related variables.Chapter4 chooses the investigation products; designs the scaling and questionnaire; introduces the statistic analysis methods of the paper.Chapter 5 analyses the data of the investigation. In this research we verify the hypotheses by multiple linear regression, analysis of variance, factor analysis and correlation analysis.Chapter 6 analyses the results of the investigation; bring forward the conclusions of the paper; the exsitence of consumer ethnocentrism is confirmedand it is highly related with domestic purchase-related .discuss the revelation of the research; at last, we point out the deficiency and the future research orientation.