Understanding Purchase Intention Towards Imported Products: Role of Ethnocentrism, Country of Origin, and Social Influence
Abstract
The previous research was mainly focused on consumers' purchase intention toward imported products in developed countries, whereas there is insufficient research conducted in developing countries like Mongolia. Therefore, the current study analyzed consumers' purchase intention toward imported products. We specifically examine the effects of the country of origin (COO), Ethnocentrism, and social influence on imported products' purchase intention through the product image and quality mediation role. To achieve the purpose of the research, an online survey was conducted on four hundred twenty-six Mongolian female consumers who experienced purchasing imported handbags. We used SPSS 23 and PLS-SEM software to test hypotheses. Moreover, we explored that an individual's perception of social influence was essential in purchasing imported products. Individuals with a higher degree of social influence prefer to buy imported products, e. g., and handbags, without a prior evaluation. Implications of the findings for theory and managerial practice are discussed, and future research directions are identified.
References
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Chung, J. E., & Thorndike Pysarchik, D. (2000). A model of behavioural intention to buy domestic versus imported products in a Confucian culture. Marketing Intelligence & Planning, 18(5), 281–291. https://doi. org/10. 1108/02634500010343982
Dagger, T. S., & Raciti, M. M. (2011). Matching consumers' country and product image perceptions: An Australian perspective. Journal of Consumer Marketing, 28(3), 200–210. https://doi. org/10. 1108/07363761111127626
Ditcher Ernest. (1962). The World Customer. Harvard Business Review.
Ehsani, Z., &Ehsani, M. H. (2014). Mohammad Hossein Ehsani. Effect of Quality and Price on Customer Satisfaction and Commitment in Iran Auto Industry. In International Journal of Service Science, 1(5). http://www. openscienceonline. com/journal/ssme
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics. In Journal of Marketing Research: Vol. XVIII.
Granzin, K. L., & Painter, J. J. (2001). Motivational Influences on "Buy Domestic" Purchasing: Marketing Management Implications from a Study of Two Nations. In Source: Journal of International Marketing, 9(2).
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. In European Business Review, 26(2), 106–121. Emerald Group Publishing Ltd. https://doi. org/10. 1108/EBR-10-2013-0128
Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer perspective. SAGE Open, 5(2), 1–12. https://doi. org/10. 1177/2158244015592680
Hoe, L. C., & Mansori, S. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 20. https://doi. org/10. 5296/ijim. v3i1. 13959
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Karoui, S., & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics, 25(2), 63–71. https://doi. org/10. 1016/j. iedeen. 2019. 04. 002
Kelman, H. C., & Fisher, R. J. (Eds. ). (2016). Herbert C. Kelman: A Pioneer in the Social Psychology of Conflict Analysis and Resolution (Vol. 13). Springer International Publishing. https://doi. org/10. 1007/978-3-319-39032-1
Kim, N., Chun, E., & Ko, E. (2017). Country of origin effects on brand image, brand evaluation, and purchase intention: A closer look at Seoul, New York, and Paris fashion collection. International Marketing Review, 34(2), 254–271. https://doi. org/10. 1108/IMR-03-2015-0071
Köse, M. S. (2020). Minimalism in consumption. In Current Perspectives on Consumer Psychology (pp. 101–111). Verlag Peter Lang AG. https://doi. org/10. 17951/h. 2019. 53. 2. 7-15
Langley, D. J., Bijmolt, T. H. A., Ortt, J. R., & Pals, N. (2012). Determinants of social contagion during new product adoption. Journal of Product Innovation Management, 29(4), 623–638. https://doi. org/10. 1111/j. 1540-5885. 2012. 00929. x
Loureiro, S. M. C., & Kaufmann, H. R. (2017). Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality. Baltic Journal of Management, 12(2), 153–170. https://doi. org/10. 1108/BJM-11-2015-0226
Makanyeza, C., & Du Toit, F. (2017). Consumer ethnocentrism in developing countries: Application of a model in Zimbabwe. Acta Commercii, 17(1). https://doi. org/10. 4102/ac. v17i1. 481
Muzakir, U. (2019). Science and Technology for the Export Product of Small and Medium Sized Enterprise (UKM) Kotaraja Rattan. Jurnal Ilmiah Peuradeun, 7(3), 551-568. doi:10.26811/peuradeun.v7i2.312
Nagashima, A. (1977). Product Image Survey / 95.
Parameswaran, R., & Pisharodi, R. M. (1994). Facets of Country of Origin Image: An Empirical Assessment. In Source: Journal of Advertising (Vol. 23, Issue 1).
Parameswaran, R., & Yaprak, A. (1987). A Cross-National Comparison of Consumer Research Measures. Journal of International Business Studies, 18(1), 35–49. https://doi. org/10. 1057/palgrave. jibs. 8490398
Pentz, C., Terblanche, N., & Boshoff, C. (2017). Antecedents and consequences of consumer ethnocentrism: evidence from South Africa. International Journal of Emerging Markets, 12(2), 199–218. https://doi. org/10. 1108/IJoEM-09-2015-0189
Ringle, C. M., Sarstedt, M., & Straub, D. W. (2012). Editor's Comments: A Critical Look at the Use of PLS-SEM in "MIS Quarterly"Editor's Comments A Critical Look at the Use of PLS-SEM in MIS Quarterly Assistant Professor of Quantitative Methods in Marketing and Management. In Source: MIS Quarterly (Vol. 36, Issue 1).
Ryan, R. M., & Deci, E. L. (2001). On happiness and human potentials: A review of research on hedonic and eudaimonic well-being. In Annual Review of Psychology (Vol. 52, pp. 141–166). https://doi. org/10. 1146/annurev. psych. 52. 1. 141
Sahagun, M., & Vasquez-Parraga, A. Z. (2017). How Do Consumers Adopt Imported Products in an Era of Product Overcrowding?Theoretical Economics Letters, 07(07), 2019–2039. https://doi. org/10. 4236/tel. 2017. 77137
Samiee, S. (2010). Advancing the country image construct - A commentary essay. Journal of Business Research, 63(4), 442–445. https://doi. org/10. 1016/j. jbusres. 2008. 12. 012
Shimp, & Sharma. (1987). Consumer Ethnoventrism: Construction and Validation Of The CETSCALE. Journal of Marketing Research , 24(3), 280–289.
Suh, T., & Kwon, I. W. G. (2002). Globalization and reluctant buyers. International Marketing Review, 19(6), 663–680. https://doi. org/10. 1108/02651330210451962
Suh, Y. G., Hur, J. Y., & Davies, G. (2016). Cultural appropriation and the country of origin effect. Journal of Business Research, 69(8), 2721–2730. https://doi. org/10. 1016/j. jbusres. 2015. 11. 007
Taghian, M., & Souza, C. D. (2012). A Cross-Cultural Study of Consumer Purchase Intention and Planned Behaviour Environmentally adjusted productivity measurement: An Australian case study View project. http://hdl. handle. net/10536/DRO/DU:30007978
Tomić Maksan, M., Kovačić, D., & Cerjak, M. (2019). The influence of consumer ethnocentrism on purchase of domestic wine: Application of the extended theory of planned behaviour. Appetite, 142. https://doi. org/10. 1016/j. appet. 2019. 104393
TPM Le, H., & Phi Dinh, H. (2017). Effects Of County Of origin And Product Features On Customer Purchase Intention: A Study Of Imported Powder Milk. In Academy of Marketing Studies Journal (Vol. 21, Issue 1).
Usunier, J. C. (2011). The shift from manufacturing to brand origin: Suggestions for improving COO relevance. International Marketing Review, 28(5), 486–496. https://doi. org/10. 1108/02651331111167606
Verbeke, W., & Ward, R. W. (2006). Consumer interest in information cues denoting quality, traceability and origin: An application of ordered probit models to beef labels. Food Quality and Preference, 17(6), 453–467. https://doi. org/10. 1016/j. foodqual. 2005. 05. 010
Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country image, product image and consumer purchase intention: Evidence from an emerging economy. International Business Review, 21(6), 1041–1051. https://doi. org/10. 1016/j. ibusrev. 2011. 11. 010
Wang, E. S. -T., & Chou, N. P. -Y. (2014). Consumer characteristics, Social, Influence, and system factors on Online Group-Buying Repurchasing Intention. In Journal of Electronic Commerce Research (Vol. 15). www. ihergo. com. tw
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, 26(7), 625–651. https://doi. org/10. 1002/mar. 20292
Zanabazar, A., & Battuya, B. (2019). Current Status of Social Responsibility for Mongolian Mining Companies. Jurnal Ilmiah Peuradeun, 7(2), 245-256. doi:10.26811/peuradeun.v7i2.409.
Adina, C., Gabriela, C., & Roxana-Denisa, S. (2015). Country-of-Origin Effects on Perceived Brand Positioning. Procedia Economics and Finance, 23, 422–427. https://doi. org/10. 1016/s2212-5671(15)00383-4
Arslandere, M. (2020). The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research. https://doi. org/10. 15314/tsed. 748785
Bartels, J., & Onwezen, M. C. (2014). Consumers' willingness to buy products with environmental and ethical claims: The roles of social representations and social identity. International Journal of Consumer Studies, 38(1), 82–89. https://doi. org/10. 1111/ijcs. 12067
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence.
Bizumic, B. (2019). Effects of the dimensions of Ethnocentrism on consumer ethnocentrism: An examination of multiple mediators. International Marketing Review, 36(5), 748–770. https://doi. org/10. 1108/IMR-04-2018-0147
Bontis, N., Booker, L. D., & Serenko, A. (2007). The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision, 45(9), 1426–1445. https://doi. org/10. 1108/00251740710828681
Burns, A. C., & Veeck, A. F. (2019). Marketing Research (9th ed., Vol. 11). Pearson.
Chowdhury, T. A. (2013). Understanding consumer ethnocentrism in developing countries: Case Bangladesh. Journal of Global Marketing, 26(4), 224–236. https://doi. org/10. 1080/08911762. 2013. 814821
Chung, J. E., & Thorndike Pysarchik, D. (2000). A model of behavioural intention to buy domestic versus imported products in a Confucian culture. Marketing Intelligence & Planning, 18(5), 281–291. https://doi. org/10. 1108/02634500010343982
Dagger, T. S., & Raciti, M. M. (2011). Matching consumers' country and product image perceptions: An Australian perspective. Journal of Consumer Marketing, 28(3), 200–210. https://doi. org/10. 1108/07363761111127626
Ditcher Ernest. (1962). The World Customer. Harvard Business Review.
Ehsani, Z., &Ehsani, M. H. (2014). Mohammad Hossein Ehsani. Effect of Quality and Price on Customer Satisfaction and Commitment in Iran Auto Industry. In International Journal of Service Science, 1(5). http://www. openscienceonline. com/journal/ssme
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics. In Journal of Marketing Research: Vol. XVIII.
Granzin, K. L., & Painter, J. J. (2001). Motivational Influences on "Buy Domestic" Purchasing: Marketing Management Implications from a Study of Two Nations. In Source: Journal of International Marketing, 9(2).
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. In European Business Review, 26(2), 106–121. Emerald Group Publishing Ltd. https://doi. org/10. 1108/EBR-10-2013-0128
Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer perspective. SAGE Open, 5(2), 1–12. https://doi. org/10. 1177/2158244015592680
Hoe, L. C., & Mansori, S. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 20. https://doi. org/10. 5296/ijim. v3i1. 13959
Hoshino-Browne, E. (2012). Cultural Variations in Motivation for Cognitive Consistency: Influences of Self-Systems on Cognitive Dissonance. In Social and Personality Psychology Compass (Vol. 6, Issue 2, pp. 126–141). https://doi. org/10. 1111/j. 1751-9004. 2011. 00419. x
Hsu, C. L., & Lin, J. C. C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information and Management, 45(1), 65–74. https://doi. org/10. 1016/j. im. 2007. 11. 001
Karoui, S., & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics, 25(2), 63–71. https://doi. org/10. 1016/j. iedeen. 2019. 04. 002
Kelman, H. C., & Fisher, R. J. (Eds. ). (2016). Herbert C. Kelman: A Pioneer in the Social Psychology of Conflict Analysis and Resolution (Vol. 13). Springer International Publishing. https://doi. org/10. 1007/978-3-319-39032-1
Kim, N., Chun, E., & Ko, E. (2017). Country of origin effects on brand image, brand evaluation, and purchase intention: A closer look at Seoul, New York, and Paris fashion collection. International Marketing Review, 34(2), 254–271. https://doi. org/10. 1108/IMR-03-2015-0071
Köse, M. S. (2020). Minimalism in consumption. In Current Perspectives on Consumer Psychology (pp. 101–111). Verlag Peter Lang AG. https://doi. org/10. 17951/h. 2019. 53. 2. 7-15
Langley, D. J., Bijmolt, T. H. A., Ortt, J. R., & Pals, N. (2012). Determinants of social contagion during new product adoption. Journal of Product Innovation Management, 29(4), 623–638. https://doi. org/10. 1111/j. 1540-5885. 2012. 00929. x
Loureiro, S. M. C., & Kaufmann, H. R. (2017). Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality. Baltic Journal of Management, 12(2), 153–170. https://doi. org/10. 1108/BJM-11-2015-0226
Makanyeza, C., & Du Toit, F. (2017). Consumer ethnocentrism in developing countries: Application of a model in Zimbabwe. Acta Commercii, 17(1). https://doi. org/10. 4102/ac. v17i1. 481
Muzakir, U. (2019). Science and Technology for the Export Product of Small and Medium Sized Enterprise (UKM) Kotaraja Rattan. Jurnal Ilmiah Peuradeun, 7(3), 551-568. doi:10.26811/peuradeun.v7i2.312
Nagashima, A. (1977). Product Image Survey / 95.
Parameswaran, R., & Pisharodi, R. M. (1994). Facets of Country of Origin Image: An Empirical Assessment. In Source: Journal of Advertising (Vol. 23, Issue 1).
Parameswaran, R., & Yaprak, A. (1987). A Cross-National Comparison of Consumer Research Measures. Journal of International Business Studies, 18(1), 35–49. https://doi. org/10. 1057/palgrave. jibs. 8490398
Pentz, C., Terblanche, N., & Boshoff, C. (2017). Antecedents and consequences of consumer ethnocentrism: evidence from South Africa. International Journal of Emerging Markets, 12(2), 199–218. https://doi. org/10. 1108/IJoEM-09-2015-0189
Ringle, C. M., Sarstedt, M., & Straub, D. W. (2012). Editor's Comments: A Critical Look at the Use of PLS-SEM in "MIS Quarterly"Editor's Comments A Critical Look at the Use of PLS-SEM in MIS Quarterly Assistant Professor of Quantitative Methods in Marketing and Management. In Source: MIS Quarterly (Vol. 36, Issue 1).
Ryan, R. M., & Deci, E. L. (2001). On happiness and human potentials: A review of research on hedonic and eudaimonic well-being. In Annual Review of Psychology (Vol. 52, pp. 141–166). https://doi. org/10. 1146/annurev. psych. 52. 1. 141
Sahagun, M., & Vasquez-Parraga, A. Z. (2017). How Do Consumers Adopt Imported Products in an Era of Product Overcrowding?Theoretical Economics Letters, 07(07), 2019–2039. https://doi. org/10. 4236/tel. 2017. 77137
Samiee, S. (2010). Advancing the country image construct - A commentary essay. Journal of Business Research, 63(4), 442–445. https://doi. org/10. 1016/j. jbusres. 2008. 12. 012
Shimp, & Sharma. (1987). Consumer Ethnoventrism: Construction and Validation Of The CETSCALE. Journal of Marketing Research , 24(3), 280–289.
Suh, T., & Kwon, I. W. G. (2002). Globalization and reluctant buyers. International Marketing Review, 19(6), 663–680. https://doi. org/10. 1108/02651330210451962
Suh, Y. G., Hur, J. Y., & Davies, G. (2016). Cultural appropriation and the country of origin effect. Journal of Business Research, 69(8), 2721–2730. https://doi. org/10. 1016/j. jbusres. 2015. 11. 007
Taghian, M., & Souza, C. D. (2012). A Cross-Cultural Study of Consumer Purchase Intention and Planned Behaviour Environmentally adjusted productivity measurement: An Australian case study View project. http://hdl. handle. net/10536/DRO/DU:30007978
Tomić Maksan, M., Kovačić, D., & Cerjak, M. (2019). The influence of consumer ethnocentrism on purchase of domestic wine: Application of the extended theory of planned behaviour. Appetite, 142. https://doi. org/10. 1016/j. appet. 2019. 104393
TPM Le, H., & Phi Dinh, H. (2017). Effects Of County Of origin And Product Features On Customer Purchase Intention: A Study Of Imported Powder Milk. In Academy of Marketing Studies Journal (Vol. 21, Issue 1).
Usunier, J. C. (2011). The shift from manufacturing to brand origin: Suggestions for improving COO relevance. International Marketing Review, 28(5), 486–496. https://doi. org/10. 1108/02651331111167606
Verbeke, W., & Ward, R. W. (2006). Consumer interest in information cues denoting quality, traceability and origin: An application of ordered probit models to beef labels. Food Quality and Preference, 17(6), 453–467. https://doi. org/10. 1016/j. foodqual. 2005. 05. 010
Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country image, product image and consumer purchase intention: Evidence from an emerging economy. International Business Review, 21(6), 1041–1051. https://doi. org/10. 1016/j. ibusrev. 2011. 11. 010
Wang, E. S. -T., & Chou, N. P. -Y. (2014). Consumer characteristics, Social, Influence, and system factors on Online Group-Buying Repurchasing Intention. In Journal of Electronic Commerce Research (Vol. 15). www. ihergo. com. tw
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, 26(7), 625–651. https://doi. org/10. 1002/mar. 20292
Zanabazar, A., & Battuya, B. (2019). Current Status of Social Responsibility for Mongolian Mining Companies. Jurnal Ilmiah Peuradeun, 7(2), 245-256. doi:10.26811/peuradeun.v7i2.409.
Published
2022-05-30
How to Cite
GANTULGA, Urandelger; GANBOLD, Munkhbayasgalan.
Understanding Purchase Intention Towards Imported Products: Role of Ethnocentrism, Country of Origin, and Social Influence.
Jurnal Ilmiah Peuradeun, [S.l.], v. 10, n. 2, p. 449-470, may 2022.
ISSN 2443-2067.
Available at: <https://journal.scadindependent.org/index.php/jipeuradeun/article/view/658>. Date accessed: 25 mar. 2025.
doi: https://doi.org/10.26811/peuradeun.v10i2.658.
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Articles
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