Consumer Ethnocentrism、Utilitarian And Purchase Behavior

Economic globalization makes the residents of each country is more readily available and easy to obtain different kinds of imported goods, but local residents will choose to buy the expensive and bad "domestics" instead of the inexpensive and nice imports,because they think they are responsible for the national industry. Multinational corporations are worried this phenomena.In order to study how utilitarian and Consumer ethnocentrism influence purchasing behavior of the Lao consumers towards Chinese products. After read so many related literature researches, we build a model hypothetical includes five variables, in order to confirm the hypothetical model, we get 592 parts of effective sample data collected by questionnaire. The results about the Lao consumers show that, utilitarian attitude can positively affect their attitude towards Chinese products; consumer ethnocentrism has a negative influence on their attitude towards Chinese products, attitude towards Chinese products can positively affect their intention to buy Chinese products;intention to buy Chinese products can positively affect their purchase behavior about Chinese products; while utilitarian attitude has no negative influence on consumer ethnocentrism.This study will contribute to the cross-cultural study about consumer ethnocentric,and will offer many good ideas to Chinese companies those sell products to the Laos.