Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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A Study of Consumers' Purchasing Intention for National Brands in the Context of Sino-US Trade War - Take China Huawei Company as an exle

  • Guo, HanWen (Department of Global Business Graduate School, Kyonggi University) ;
  • Liu, Zi-Yang (Department of Global Business Graduate School, Kyonggi University)
  • Received : 2019.06.17
  • Accepted : 2019.07.08
  • Published : 2019.09.30
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Abstract

The purpose of this study is to understand the purchasing intentions of Chinese consumers to Huawei and other domestic brands in the context of the current Sino-US trade war. Taking the mass consumers as the research object, this paper designs Likert five-level scale to investigate consumers' purchase intention of domestic products in the future, and uses SPSS 23.0 and AMOS 23.0 statistical software to analyze and process statistical data. Using questionnaire survey and exploratory factor analysis, this paper constructs a model to analyze the impact of consumer ethnocentrism on consumers' purchase intention. By summarizing the overall purchasing intention of consumers, it is concluded that the development of domestic brands in the context of trade war is facing difficulties and challenges in the future, but at the same time, we must seize the opportunity of consumers' ethnocentrism under this background to positively influence their purchasing intention, make up for shortcomings, eliminate overcapacity, and seek greater development through technological innovation.

Keywords

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