THE EFFECT OF ETHNOCENTRISM ON PURCHASE INTENTIONS OF PRODUCTS: THE ROLE OF PRODUCT ACCEPTANCE AS A MEDIATOR
Miguel Angel Sahagun
High Point University
Arturo Z. Vasquez-Parraga
University of Texas Rio Grande Valley
This study investigates the effects of ethnocentrism on the purchase intention of products.
It also tests the role of product acceptance as mediator of the relationships between ethnocentrism
and purchase intention. A 2×2 quasi-experimental cross-sectional between subjects research
design was employed. The research was conducted in two countries with different market
development levels (emerging vs. developed). Products and countries were selected using three
criteria: 1) a technological and non-technological product, 2) relevancy of the product to the
participants, and 3) country of manufacturing being a renowned manufacturer of that product.
This research contributes to the literature by examining issues related to consumer ethnocentrism
in three particular ways: 1) providing an enriched framework for a better understanding of the
effects ethnocentrism has on purchase intention, 2) enabling researchers to better understand the
role played by product acceptance in the ethnocentrism-purchase intention relation, and 3)
showing that the product category (imported vs. domestic) plays an important role in the relations
among ethnocentrism, product acceptance, and purchase intention.
Keywords: Customer purchase intention, consumer ethnocentrism, customer product acceptance.