PL EN


2019 | 2(60) | 101-113
Article title

CONSUMER ETHNOCENTRISM, COSMOPOLITANISM, PATRIOTISM, COLLECTIVISM, CULTURAL OPENNESS, AND THEIR IMPACTS ON THE PURCHASE INTENTION FOR NON-AMERICAN PRODUCTS. A FIELD EXPERIMENT IN THE USA

Authors
Content
Title variants
PL
Konsumencki etnocentryzm, kosmopolityzm, patriotyzm, kolektywizm, otwartość kulturowa i ich oddziaływanie na zamiary dokonania zakupu nieamerykańskich produktów. Doświadczenie terenowe w USA
Languages of publication
PL EN
Abstracts
PL
Opracowanie ma na celu zbadanie wpływu konsumenckiego etnocentryzmu, kosmopolityzmu, patriotyzmu, kolektywizmu i otwartości kulturowej na zamiar dokonania zakupu nieamerykańskich produktów. Większość badaczy w tej dziedzinie stwierdza, że pochodzenie produktów może mieć istotny wpływ na zachowania nabywcze konsumentów. Zarówno sprzedawcy, jak i naukowcy są w pełni świadomi faktu, że pełne zrozumienie postaw konsumentów wobec zarówno produktów krajowych, jak i importowanych może być korzystne dla formułowania bardziej efektywnych strategii marketingowych. Uważa się, iż pomimo że badania są prowadzone z różnych punktów widzenia, nadal istnieje ogromna luka w literaturze, toteż opracowanie to częściowo wypełni tę lukę. Jeżeli chodzi o metodologię badań, w USA rozpowszechniono kwestionariusze do samodzielnego wypełnienia. Po przetestowaniu wiarygodności i ważności modelu zastosowano analizę regresji wielorakiej do zweryfikowania hipotez. Wyniki badania upewniają, że konsumencki etnocentryzm, patriotyzm i kolektywizm wywierają negatywny wpływ na zamiary zakupu produktów nieamerykańskich, podczas gdy kosmopolityzm i otwartość kulturowa mają pozytywny wpływ na zamiar zakupu nieamerykańskich produktów.
EN
This paper attempts to investigate the impact of consumer ethnocentrism, cosmopolitanism, patriotism, collectivism, and cultural openness on the purchase intention for non-American products. It is found by the majority of researchers in this field that the origin of the products might have a significant influence on consumers’ purchasing behaviours. Both marketers and academics are well-aware of the fact that a comprehensive understanding of consumer attitudes towards both domestic and imported products might be advantageous in formulating more effective marketing strategies. It is believed that, despite being investigated from different points of views, there is still a huge gap in literature and this paper will fill this gap a bit. As far as the methodology is concerned, a self-administered survey was distributed in the USA. Having tested reliability and validity of the model, a multiple regression analysis was employed to test the hypotheses. The results of this research assert that consumer ethnocentrism, patriotism, and collectivism have a negative impact on the purchase intention for non-American products, while both cosmopolitanism and cultural openness have a positive impact on the purchase intention for non-American products.
Year
Issue
Pages
101-113
Physical description
Contributors
author
  • International Burch University, Sarajevo
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Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-73adf9d2-9b14-4d91-a621-2d9c463a1831
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