Business Faculty Publications

Document Type

Article

Publication Date

9-1-2014

Publication Title

Journal of Global Marketing

Keywords

consumer nationalism; Taiwan Chinese consumers; traditional cultural values orientation; purchase intention; product familiarity; marketing

Disciplines

Marketing

Abstract

The purpose of this article is to understand the factors influencing Taiwan's Chinese consumers’ purchase intentions toward U.S. and Japanese household appliances. The authors attempt to develop and test a comprehensive model linking such purchase intentions to several constructs including Taiwan Chinese consumers’ openness to foreign cultures, consumer nationalism, product familiarity, traditional cultural values orientation, and product-country image. The result of analysis using structural equation modeling shows that consumer nationalism has a strong indirect effect on purchase intention via the product-country image construct. Taiwan Chinese consumers’ traditional cultural values orientation and openness to foreign cultures have direct effects on consumer nationalism and, hence, are important antecedents in explaining the purchase intentions toward foreign-made goods by Taiwan Chinese consumers. With the growing importance of the Chinese domestic market, this study provides international marketing managers with practical implications in important areas such as market segmentation, branding strategy, and market research and practices in the Chinese consumer market.

DOI

10.1080/08911762.2013.814820

Version

Postprint

Volume

26

Issue

4

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Marketing Commons

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