Research On Consumers’ Purchase Intention Based On Cosmopolitanism,Ethnocentrism And Product Involvement

People have reached a consensus on the globalization of industry since the 21 st century,but there is still controversy over whether consumer attitudes under globalization will converge.With the leap in information technology and economic development,consumers are faced with the choice of buying domestic or foreign products.Based on different consumer attitudes,the purchasing decisions of different consumers are different.Some consumers’ cross-border consumption behaviors are becoming more frequent,but some consumers are relatively more conservative.The different attitudes held by these consumers towards foreign products include consumer cosmopolitanism and consumer ethnocentrism.The former refers to a positive attitude that is willing to accept foreign cultures and products,while the latter refers to a conservative attitude that prefers domestic products and rejects foreign products.The concept and scale of consumer cosmopolitanism has been studied by international marketers for a long time.There are much researches on the concept and scale of consumer cosmopolitanism in academia,and there are relatively few studies on the causes and influencing factors of this attitude.Among the existing literature on the relationship between attitudes and purchase intentions in other countries,There are few studies on adding involvement degree as a moderating variable.Based on a literature review of important variables such as consumer cosmopolitanism,ethnocentrism,product involvement,and purchase intentions,the study selects mobile phones and milk as representative products with different degrees of involvement through pre-testing,and explores the influence of consumers’ cosmopolitanism and ethnocentrism on the purchase intention of foreign products in different degrees of product involvement,and whether this influence is interfered by product involvement.At the same time,it discusses the mediating effect of ethnocentrism between cosmopolitanism and foreign products purchase intention.The study has finding as follow.First,consumers’ cosmopolitanism significant influence purchase intention in both high-involvement product and lowinvolvement product.Second,consumer’ ethnocentrism affect purchase intention in high-involvement product more pronouncedly than in low-involvement products.Third,ethnocentrism has an intermediary effect between the relationship between cosmopolitanism and the willingness to purchase foreign products.In addition,Consumers’ product involvement significantly regulates the relationship between ethnocentrism and foreign product purchase intentions,and this moderating effect has been verified in both high and low involvement products.The moderating effect of product involvement between cosmopolitanism and foreign product purchase intention exists in low involvement products,but this moderating effect has not been verified in high involvement products.Based on the empirical results and research conclusions,some suggestions are made for the marketing practices of multinational companies,such as focusing on customer characteristics as the focus of marketing strategies,emphasizing product quality when marketing to ethnocentrism groups,and emphasize the internationality of products when marketing to cosmopolitan groups.