Commercial Surveys

Commercial Surveys

Investigating the Effect of Ethnocentrism, Cultural Openness and Cultural Adaptation on The Intention to Buy Imported Products Through the Mediating Role of Country-of-Origin Image (Case Study: Chinese Car Consumers

Document Type : پژوهشی - کاربردی

Authors
1 Assistant Professor, Department of Management, Ferdowsi University of Mashhad, Mashhad, Iran..
2 Master's Degree, Shahid Ashrafi Isfahani University, Isfahan, Iran.
Abstract
The aim of the current research was to investigate the effect of ethnocentrism, cultural openness, and cultural adaptation of consumers on the intention to buy imported products through the mediating role of the country-of-origin image. This research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population consisted of consumers of Chinese cars in Isfahan city, of whom 210 were selected as a sample through a non-random sampling method. To collect data, a researcher-made questionnaire was used, and for data analysis, structural equation modeling with a partial least squares approach (SEM-PLS) was employed.
The results of the research indicate that consumer ethnocentrism and cultural adaptation have a significant effect on the country-of-origin image and the intention to purchase imported products. Additionally, the country-of-origin image has a significant effect on purchase intention. In addition, the influence of consumer ethnocentrism and cultural adaptation was confirmed indirectly through the mediating role of the country-of-origin image on the intention to purchase imported goods; however, cultural openness did not have a significant effect on the intention to purchase, either directly or indirectly through the mediating role of the country-of-origin image. Given the lack of relevant research, this study helps improve understanding of purchasing behavior for foreign products and reveals the reasons behind consumers' tendencies and behaviors toward purchasing imported products, especially Chinese cars.
Keywords

Subjects


 
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Volume 23, Issue 130 - Serial Number 130
March and April 2025
Pages 41-60

  • Receive Date 05 November 2024
  • Revise Date 23 February 2025
  • Accept Date 08 March 2025