بررسی تأثیر ابعاد عرق ملی بر نگرش نسبت به محصولات (داخلی و خارجی) با تعدیل‌گری تهدید اقتصادی ادراک شده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد دانشکده مدیریت و اقتصاد، گروه مدیریت بازرگانی، دانشگاه تربیت مدرس

2 دکتری مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس

3 کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس

چکیده

مقاله حاضر بر آن است با بررسی نقش عرق ملی مصر‌ف‌کنندگان در نگرش نسبت به محصولات داخلی و خارجی در عرصه بازاریابی و رفتار مصرف‌کننده راهنمایی برای فعالان بخش تولید و واردات باشد. بر این اساس، از طریق تدوین مدلی در قالب مدل مسیر و با استقاده از روش تحقیق پیمایشی – تحلیل به اجرای تحقیق پرداخته شد. تعداد 600 نفر از دانشجویان دانشگاه‌های دولتی تهران نمونه مورد مطالعه را تشکیل داده است. به منظور جمع‌آوری داده‌ها از ابزار پرسش‌نامه و برای پردازش داده‌ها از نرم‌افزارSPSS, SmartPLS استفاده شده است. نتایج نشان داد که تاثیر وابستگی قومی، هویت ملی و ملیت‌گرایی و تعصب بر عرق ملی مصرف‌کننده تأیید شد؛ ولی تاثیر گشودگی فرهنگی بر عرق ملی مصرف‌کننده مورد تأیید واقع نشد. همچنین تأثیر عرق ملی مصرف‌کننده بر نگرش نسبت به محصولات داخلی و خارجی تأیید شد. علاوه بر این، نتایج تحقیق نشان داد که با افزایش تهدید اقتصادی ادراک شده توسط افراد به خاطر حضور کالاهای خارجی در بازار، تأثیر عرق ملی بر نگرش نسبت به محصولات داخلی بیشتر می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Ethnocentrism on Attitude Towards Domestic and Foreign Products with the Moderator of Perceived Economic Threat

نویسندگان [English]

  • Seyyed Hamid Khodadadhoseini 1
  • Esmaeil Shahtahmasbi 2
  • Mahdie Mansouri 3
1 Professor, Faculty of management and Economic ,Tarbiyat Modares University
2 Ph.D., Faculty of management and Economic ,Tarbiyat Modares University
3 MSc. Faculty of management and Economic ,Tarbiyat Modares University
چکیده [English]

The present study examined the impact of consumer ethnocentrism on their attitudes towards domestic and foreign products. The sample of the study included 600 students from public universities in Tehran. To collect data, this study used a standard questionnaire, and the relationships among the variables were analyzed by SPSS and Smart PLS software. The results indicated that the impact of ethnic affiliation, national identity, nationalism and dogmatism on consumer ethnocentrism was confirmed, while the impact of cultural openness on consumer ethnocentrism was not confirmed. The effect of consumer ethnocentrism on the attitudes towards domestic and foreign products was confirmed. In addition, the results showed that the higher the economic threat people perceive due to the presence of foreign products in the market, the more   consumer ethnocentrism will affect the attitudes toward domestic products.

کلیدواژه‌ها [English]

  • Attitude
  • Consumer Ethnocentrism
  • Ethnic Affiliation
  • Perceived Economic Threat

مراجع

  1. Ahmed, S.A., and A. d’Astous .)2001(. Canadian consumers’ perceptions of products made innewly industrializing East Asian countries. International Journal of Commerce andManagement 11, no. 1: 54–72.
  2. analysis of Turkish consumers", Marketing Intelligence & Planning, Vol. 25 Iss 4 pp. 308 - 325
  3. Anderson, W.T. and Cunningham, W.H. (2005).“Gauging foreign product promotion”, Journalof AdvertisingResearch,Vol.12 No.1,February,pp.29-34.
  4. ArchanaKumar , Ann Fairhurst and Youn-Kyung Kim (2011). Ethnocentric tendencies of Indian consumers: impact on preference for domestic versus foreign products, The International Review of Retail, Distribution and Consumer Research, 21:4, 323-341
  5. Auruskeviciene, V., Vianelli, D., Reardon, J. (2012). “Comparison of Consumer Ethnocentrism Behavioural Patterns in Transitional Economies”, Transformations in Business & Economics, Vol. 11, No. 2 (26), pp. 20-35.
  6. Balabanis, G. and Diamantopoulos, A. (2004). “Domestic country bias, country-of-origin effects,and consumer ethnocentrism: a multidimensional unfolding approach”, Journal of theAcademy of Marketing Science, Vol. 32 No. 1, pp. 80-95.
  7. Balabanis, G., Diamantopoulos, A., Mueller, R.D. and Melewar, T.C. (2001). “The impact ofnationalism, patriotism and internationalism on consumer ethnocentric tendencies”,Journal of International Business Studies, Vol. 32, pp. 157-75.
  8. Batra, R., V. Ramaswamy, D. L. Alden, J.-B.E.M. Steenkamp, and S. Ramachander. 2000, “Effects of brand local and nonlocal origin on consumer attitudes in developing countries”.Journal of Consumer Psychology 9: 83–95.
  9. Booth, K. (1979). Strategy and Ethnocentrism, Croom-Helm, London.

10. Burton, D. (2002). “Incorporating ethnicity into marketing intelligence and planning”, MarketIntelligence & Planning, Vol. 20 No. 7, pp. 442-51.

11. Cicic, M., Brkic, N. and Praso-Krupalija, M. (2003). “Consumer animosity and ethnocentrism inBosnia and Herzegovina: the case of a developing country in a post-war time”, AkademijaMM – Slovenian Marketing Research Journal, Vol. 6 No. 10, pp. 59-73.

12. Cleveland, M., M. Laroche, and N. Papadopoulos. (2009). “Cosmopolitanism, consumerethnocentrism, and materialism: an eight-country study of antecedents and outcomes”.Journal of International Marketing 17, no. 1: 116–46.

13. Cutura, M. (2006). “The impacts of ethnocentrism on consumer evaluation processes andwillingness to buy domestic vs imported goods in the case of Bosnia and Herzegovina”,South East European Journal of Economics and Business, Vol. 1 No. 2, pp. 54-63.

14. De Ruyter, K., M. van Birgelen, and M. Wetzels. (1998). “Consumer ethnocentrism ininternational services marketing”. International Business Review 7, no. 2: 185–202.

15. Druckman, D. (1994). “Nationalism, Patriotism, and Group Loyalty: aSocial Psychological Perspective”, Mershon International StudiesReview, Vol. 38 No. 1, pp. 43-68.

16. Durvasula, S., Andrews, C.J. and Netemeyer, R.G. (1997). “A cross-cultural comparison ofconsumer ethnocentrism in the United States and Russia”, Journal of InternationalConsumer Marketing, Vol. 9 No. 4, pp. 73-84.

17. Erdogan, B. Z., and C. Uzkurt.(2010). “Effects of ethnocentric tendency on consumers’perception of product attitudes for foreign and domestic products”. Cross CulturalManagement. 17, no. 4: 393–402.

18. Ettenson, R. (1993). “Brand name and country of origin effects in the emergingmarket economies of Russia, Poland and Hungary”. International Marketing Review10: 14–36.

19. Fuller, T. (2000). globalization brings newcultural traits to india. The NewYork Times, Septemeber 15.

20. Hiu, M.K., Laroche, M. and Kim, C. (1998). “A typology of consumption based on ethnic originand media usage”, European Journal of Marketing, Vol. 32 Nos 9/10, pp. 868-83.

21. Hsu, J.L., &Nien, H-P. (2008). “Who are ethnocentric? Examining consumer ethnocentrism in Chinese societies”.Journal of Consumer Behaviour, 436-447.

22. Irena Vida, TanjaDmitrovic, Claude Obadia, (2008). ”The role of ethnic affiliation in consumerethnocentrism”, European Journal of Marketing, Vol. 42 Iss: 3 pp. 327 – 343

23. Javalgi, R.G., PiocheKhare, V. and Gross, A.C. (2005). “An applicationof the ConsumerEthnocentrism Model to French Consumers”,International Business Review, Vol. 14, pp. 325-44. 

24. Kaynak, E., and A. Kara. (2002). “Consumer perceptions of foreign products: an analysis ofproduct-country images and ethnocentrism”. European Journal of Marketing 36, no. 7/8:928–49.

25. Kellas, James, G. (2004). The politics of nationalism and ethnicity, London: Macmillan.

26. Kim, S., and D.T. Pysarchik. (2000). “Predicting purchase intentions for uni-national andbi-national products”. International Journal of Retail and Distribution Management 28, no.6: 280–91.

27. Kim, Y.-K.and Kang, J. (2001). “The effects of ethnicity and product on purchase decisionmaking”, Journal of Advertising Research, Vol. 41 No. 2, pp. 39-48.

28. Kinra, N. (2006). “The effect of country-of-origin on foreign brand names in the Indian market”.Marketing Intelligence and Planning 24, no. 1: 15–30.

29. Kipnis,E., Kubacki, K., Broderick, A., Siemieniako, D., &Pisarenko, N. (2012). ‘They don’tWantus to become them’: Brand Local Integration and consumer ethnocentrism.JournalofMarketingManagement, 28(7–8), 836–864.

30. Klein, Jill Gabrielle. (2002). “Us versus Them, or Us versus Everyone? Delineating Consumer Aversion to Foreign Goods”, Journal of International Business Studies, 33(2), 345- 363.

31. Laroche, M., Papadopoulos, N., Heslop, L. and Bergeron, J. (2003), “Effects of subculturaldifferences on country and product evaluations”, Journal of Consumer Behaviour, Vol. 2No. 2, pp. 232-47.

32. Lewis, I. M. (1976). Social Anthropology in Perspective, Penguin,Harmondsworth. 

33. Li, Y., He, H. )2013(. "Evaluation of international brand alliances:brand order and consumer ethnocentrism". Journal of BusinessResearch 66, 89-97.

34. Luque-Martیnez, T., Ibnezz-Zapata, J.A., del Barrio-Garcیa, S..) 2000(. Consumer ethocentrism measurement.An assessment ofthe reliability and validity of the CETSCALE in Spain.EuropeanJournal of Marketing 34, 1353---1373.

35. Marcoux, J.-S., Filiatrault, P. and Cheron, E. (1997). “The attitudes underlying preferences ofyoung urban educated Polish consumers toward products made in Western countries”, Journal of International Consumer Marketing, Vol. 9 No. 4, pp. 5-30.

36. Moon, B. (1996).“The roles of consumer ethnocentricity and attitude toward a foreign culture inprocessing foreign country of origin advertisements”. Advances in Consumer Research 23:436–9.

37. Murat HakanAltinta and TuncerTokol, (2007)."Cultural openness and consumer ethnocentrism: an empirical

38. Netemeyer, R.G., Durvasula, S., Lichtenstein, D.R. )1991(."A crossnationalassessment of the reliability and validity of theCETSCALE".Journal of Marketing Research 28, 320---327.

39. Pereira, A., Chin-Chun, H., and Kundu, S. (2002). “A cross-culturalAnalysis of Ethnocentrism in China, India, and Taiwan”, Journal ofInternational Consumer Marketing, Vol. 15, Issue 1, pp. 77-90. 

40. Reardon, J., Miller, C., Vida, I. and Kim, I. (2005). “The effects of ethnocentrism and economicdevelopment on the formation of brand and ad attitudes in transitional economies”,European Journal of Marketing, Vol. 39 Nos 7/8, pp. 737-54.

41. Shankarmahesh, M.N. (2006). “Consumer Ethnocentrism: An integrativeReview of its Antecedents and Consequences”, International MarketingReview, Vol. 23 No. 2, pp. 146-72. 

42. Sharma, P. (2011). “Country of origin effects in developed and emerging markets: exploring thecontrasting roles of materialism and value consciousness”. Journal of International BusinessStudies 42: 285–306.

43. Sharma, S., Shimp, T.A. and Shin, J. (1995). “Consumer ethnocentrism: a test of antecedents andmoderators”, Journal of Academy of Marketing Science, Vol. 23 No. 1, pp. 26-37.

44. Shimp, T.A. and Sharma, S. (1987). “Consumer Ethnocentrism:Construction and Validation of the CETSCALE”, Journal of MarketingResearch, Vol. 24, pp. 280-9. 

45. Suh, T. and Kwon, I.W.G. (2002), “Globalization and reluctant buyers”, International MarketingReview, Vol. 19 No. 6, pp. 663-80.

46. Sumner, W.G. (1906). Folkways: The Sociological Importance ofUsages, Manners, Customs, Mores, and Morals, Ginn& Co., New York,NY.  Supphellen, M., and T.L. Rittenburg. 2001. Consumer ethnocentrism when foreign productsare better. Psychology & Marketing 18: 907–27.

47. Supphellen, M., Rittenburg, T., )2001(. Consumer ethnocentrismwhen foreign products are better. Psychology & Marketing 18,907---927.

48. Vida, I., and A. Fairhurst.(1999). “Factors underlying thephenomenon of consumerethnocentricity: evidence from four central European countries”. International Review ofRetail, Distribution and Consumer Research 9: 321–37.

49. Vida, I., Dmitrovic, T., and Reardon, J. (2005). “Consumer DomesticPurchase Behavior in Newly Transitioning Post War Economies”, 12th Bennial World Marketing Congress July 6–9. Münster.Vol. 29 No. 5, pp. 236-46. 

50. Wang, L.C. and Chen, X.Z. (2004). “Consumer Ethnocentrism andWillingness to Buy Domestic Products in a Developing Country Setting:Testing Moderating Effects”, Journal of Consumer Marketing, Vol. 21No. 6, pp. 391-400. 

51. Watson, J.J., and K. Wright.(2000). “Consumer ethnocentrism and attitudes toward domesticand foreign products”. European Journal of Marketing 34: 114–9.

52. Zarkada-Fraser, A. and Fraser, C. (2002). “Store patronage prediction for foreign-ownedsupermarkets”, International Journal of Retail & Distribution Management, Vol. 30 No. 6,pp. 282-99.

کاوش‌های مدیریت بازرگانی
دوره 7، شماره 13 - شماره پیاپی 13
اردیبهشت 1394
صفحه 159-181

فایل ها

هم رسانی

ارجاع به این مقاله

آمار