Consumer ethnocentrism, cosmopolitanism, product judgment, and foreign product purchase intention: An empirical study in Vietnam
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Author(s)Tran Thi Ngoc LanLink to ORCID Index: https://orcid.org/0009-0000-8975-1182
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Tran Thanh TrungLink to ORCID Index: https://orcid.org/0000-0002-3195-6836
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DOIhttp://dx.doi.org/10.21511/im.20(2).2024.10
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Article InfoVolume 20 2024, Issue #2, pp. 116-127
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This study aims to determine the relationship between consumer ethnocentrism, consumer cosmopolitanism, imported product judgment, and foreign product purchase intention in Vietnam. This paper tries to present its results empirically, which might be helpful in preparing a strategy for Vietnamese customers’ international purchasing behavior to increase competition at retail companies in Vietnam. It uses a questionnaire with a purposive random sampling of 311 customers in Vietnam. Analysis was conducted through a quantitative descriptive analysis, measurement of variable dimensions on the questionnaire using a seven-point Likert scale, and partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. This study found that imported product judgment, consumer cosmopolitanism, social influence, and perceived behavioral control positively influence foreign product purchase intention, whereas customer ethnocentrism has a negative impact on that intention. The association between consumer cosmopolitanism and foreign product purchase intention is mediated by imported product evaluation and consumer ethnocentrism. At the same time, national identity does not affect consumer ethnocentrism and foreign product purchase intentions. Besides, this study offers some managerial implications for marketers in decisions linked to Vietnamese customers’ international purchasing behavior to increase competition in the domestic market.
Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study.
- Keywords
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JEL Classification (Paper profile tab)M10, M19, M30
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References58
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Tables6
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Figures2
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- Figure 1. Proposed research framework
- Figure 2. Model test results
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- Table 1. Construct reliability and validity
- Table 2. Fornell-Larcker’s discriminant validity
- Table 3. Heterotrait-monotrait ratio (HTMT) for discriminant validity
- Table 4. SRMR results
- Table 5. Results R-square and R-square adjusted
- Table 6. Hypotheses testing (bootstrapping 5,000)
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Green product buying intentions among young consumers: extending the application of theory of planned behavior
Andhy Setyawan 
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Noermijati Noermijati ,
Sunaryo Sunaryo ,
Siti Aisjah
doi: http://dx.doi.org/10.21511/ppm.16(2).2018.13
Problems and Perspectives in Management Volume 16, 2018 Issue #2 pp. 145-154 Views: 2896 Downloads: 957 TO CITE АНОТАЦІЯThis research reveals the factors explaining the purchase intention toward green products among young consumers. Young consumers are beginner consumers who are going to play an important role to take a responsibility in preserving the environment. Theory of Planned Behavior (TPB) is selected as the main theoretical framework in this research alongside some other variables (environmental concern, environmental knowledge, and willingness to pay), which are added in the research model to expand TPB application. Three hundred and twenty-six respondents were interviewed through a survey and the data are analyzed using Structural Equation Modeling (SEM).
The findings illustrated that not every explanatory variable influenced the purchase intention toward green products among young consumers. Environmental concern and attitude did not influence the purchase intention toward green products among young consumers. -
Factors affecting consumers’ purchase intention for counterfeit luxury goods in Bangladesh
Mohammad Osman Gani ,
Muhammad Intisar Alam ,
Mostaquim-Al-Islam ,
Shahin Ahmed Chowdhury ,
Mohammad Omar Faruq
doi: http://dx.doi.org/10.21511/im.15(4).2019.03
Innovative Marketing Volume 15, 2019 Issue #4 pp. 27-41 Views: 2003 Downloads: 1583 TO CITE АНОТАЦІЯThe purpose of study is to examine the factors behind the purchase intention for counterfeit luxury goods in Bangladesh using the Theory of Planned Behavior (TPB). This research also sought to measure the effect of product attribute, brand image, level of income, price, and gender regarding the purchase intention for counterfeit luxury goods. Data were gathered from a sample of 242 individual respondents living in different areas of Dhaka city who had experience of purchasing various counterfeit luxury goods. A structured questionnaire was used to obtain survey data through a personal interview. Descriptive statistics, reliability statistics, one-way ANOVA, and multiple regression analysis have been used to analyze the collected data. The results show that among five factors, only three of them, such as product attribute, brand images and level of income, are more influential predictors in purchase intention for counterfeit luxury items than price and gender. The findings of the study show a better understanding based on a developing country on how these factors affect purchasing intention of counterfeit luxury items. Thus, the study intends to identify different socio-demographic and behavioral predictors in terms of counterfeiting luxury goods. The result depicts that comparing to original products, Bangladeshi consumers are more prone to use counterfeit luxury items to maintain social values and status. Finally, limitations and managerial implications of the study, along with future research avenues, have been discussed.
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How to convert Millennial consumers to brand evangelists through social media micro-influencers
Kanyawee Pornsrimate ,
Anon Khamwon
doi: http://dx.doi.org/10.21511/im.17(2).2021.03
Undoubtedly, in the modern age of digitalization, Millennials, who are considered digital natives, have become a massive target market for salespersons. Changes in the way Millennials think accompanied by an explosion of social media have led to an increased focus on social media influencer marketing in the company sector. To help establish a new marketing paradigm that accounts for these changes, this research aims to conceptualize and investigate the process of building consumer-brand relationships with Millennial consumers through social media micro-influencers. Findings based on structural equation modeling revealed that four core characteristics of social media micro-influencers (i.e., authenticity, the meaning of the influencer, specific content, and secret sharing) were a significant antecedent of brand engagement and brand love, which, in turn, mediated the pathway from social media micro-influencer characteristics to brand evangelism. Understanding what social media micro-influencers mean to Millennials offers the promise of improving brand evangelism through more precise market analysis and market strategy. In the discussion, the paper introduces a three-stage building method towards brand evangelism through social media micro-influencer, including: (1) the stage of selecting influencers; (2) the stage of constructing intense emotional responses to the brand (brand engagement and brand love); and ultimately (3) the stage of becoming a brand evangelist. Lastly, limitations and future directions were discussed.
