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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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Social Comparison Information, Ethnocentrism, National Identity Associated with Purchase Intention in China

Social Comparison Information, Ethnocentrism, National Identity Associated with Purchase Intention in China

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2019, v.17 no.5, pp.39-50
https://doi.org/https://doi.org/10.15722/jds.17.5.201905.39
FANG, Yuantao (Department of International Trade, Chonbuk National University)
OH, Han-Mo (Department of International Trade, Chonbuk National University)
YOON, Ki-Chang (Department of Business Administration, Kunsan National University)
TENG, Zhuoqi (Department of Business Administration, Chonbuk National University)
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Abstract

Purpose - The purpose of our study is to provide an understanding of the relationships among consumer attention to social comparison information (ATSCI), consumer ethnocentrism (CET), national identity (NI), and consumer purchase intention to domestic brands (PIDB). Drawing on the social comparison theory (SCT) and social identity theory (SIT), we developed a model that is empirically testable and explains consumer behavior of domestic brands and products. Research design, data, and methodology - The conceptual framework was tested with primary data collected through a survey in China. Structural equation modeling was employed to test hypotheses. Results - The results from empirical analyses indicated that the ATSCI positively influenced CET and NI, and CET and NI affect consumer PIDB. In addition, the mediating effects of CET and NI on the relationship between ATSCI and PIDB were identified. Nonetheless, little direct impact of ATSCI on PIDB was reported. Conclusions - We suggested that international marketers use given information to attract consumer attention and develop appropriate promotions, especially for Chinese young generations that would pay much attention to social comparison information in their purchase decisions. Our study originally connected one socio-psychological antecedent, ATSCI, with CET and NI and estimated the relationships among the three antecedents and their effects on PIDB in order to predict consumer behavior in China.

keywords
Attention to Social Comparison Information, China, Consumer Ethnocentrism, National Identity, Purchase Intention

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