Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
권호 표지
DOI QR코드

DOI QR Code

Factors Influencing Foreign Products Purchase Intention of Mongolian Consumers

  • Received : 2022.09.05
  • Accepted : 2022.10.25
  • Published : 2022.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategies that influence consumers' purchasing decisions. Accordingly, this article develops the research model to determine the impact of specific product determinants on consumer purchase intention towards foreign products. An online survey was carried out to reach the research objective. Four hundred effective questionnaires were analyzed using SPSS 23 and Smart PLS 3.3. The results showed that foreign product quality and image have a significant positive impact on consumers' intentions to buy foreign goods. Furthermore, consumer ethnocentrism significantly moderates product quality and purchase intention relationships. The study's findings could help marketers develop effective marketing techniques while also being helpful to academics and consumers in general.

Keywords

References

  1. Aaker, Jennifer L. (1997), "Dimensions of brand personality," Journal of Marketing Research, 34 (3), 347-56. https://doi.org/10.2307/3151897
  2. Ajzen, Icek and Martin Fishbein (1980), "Understanding Attitudes and predicting social behavior (Pbk.)," Prentice-Hall.
  3. Bontis, Nick, Booker D. Lorne, and Serenko Alexander (2007), "The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry," Management Decision, 45, 1426-45. https://doi.org/10.1108/00251740710828681
  4. Burns, Alvin and Ann Veeck (2019), "Marketing research," 9th ed. Global: Pearson.
  5. Chiu, Weisheng, Taejung Kim, and Doyeon Won (2018), "Predicting consumers' intention to purchase sporting goods online: An application of the model of goal-directed behavior," Asia Pacific Journal of Marketing & Logistics, 30, 333-51. https://doi.org/10.1108/APJML-02-2017-0028
  6. Chung, Jae Eun and Dawn Pysarchik Thorndike (2000), "A model of behavioral intention to buy domestic versus imported products in A confucian culture," Marketing Intelligence & Planning, 18, 281-91. https://doi.org/10.1108/02634500010343982
  7. Conner, Mark and Christopher Armitag (2006), "Extending the theory of planned behavior: A review and avenues for further research," Journal of Applied Social Psychology, 28 (15), 1429-64. https://doi.org/10.1111/j.1559-1816.1998.tb01685.x
  8. Dawson, Jeremy (2014), "Moderation in management research: What, why, when, and how," Journal of Business and Psychology, 29, 1-19. https://doi.org/10.1007/s10869-013-9308-7
  9. Diamantopoulos, Adamantios, Schlegelmilch Bodo, and Palihawadana Dayananda (2011), "The relationship between country-of-origin image and brand image as drivers of purchase intentions: A test of alternative perspectives," International Marketing Review, 28, 508-24. https://doi.org/10.1108/02651331111167624
  10. Dulamzaya, Dulmaa and Ariyasuren. (2019), "Analysis of import competitive industry products," 14. Research Working Paper, Mongol bank, 171-94.
  11. Eisingerich, Andreas and Gaia Rubera (2010), "Drivers of brand commitment: A cross-national investigation," Journal of International Marketing, 18 (2), 64-79. https://doi.org/10.1509/jimk.18.2.64
  12. Engel, James, Blackwell Roger, and Miniard Paul (1995), "Consumer behavior"," 8th ed. Dryden Press.
  13. Ganbold, Munkhbayasgalan and Urandelger Gantulga (2021), "Social influence, xenocentrism and status consumption on purchase intention: In the case of women's imported handbags," Asia Marketing Journal, 23 (3). https://doi.org/10.53728/2765-6500.1575
  14. Gantulga, Urandelger and Munkhbayasgalan Ganbold (2022), "Understanding purchase intention towards imported products: Role of ethnocentrism, country of origin, and social influence," Jurnal Ilmiah Peuradeun, 10 (2), 449-70. https://doi.org/10.26811/peuradeun.v10i2.658
  15. Ghalandari, Kamal and Abdollah Norouzi (2012), "The effect of country of origin on purchase intention: The role of product knowledge," Research Journal of Applied Sciences, Engineering and Technology, 4, 1166-71.
  16. Goetsch, David and Stanley Davis (1994), "Introduction to total quality: Quality, Productivity, competitiveness."
  17. Granzin, Kent L. and John J. Painter (2001), "Motivational influences on "buy domestic" purchasing: Marketing management implications from a study of two nations," Journal of International Marketing, 9 (2), 73-96. https://doi.org/10.1509/jimk.9.2.73.19883
  18. Hair, Joseph, Rolph E. Anderson, and Ronald L. Tatham (1998), "Multivariate data analysis with readings," Englewood Cliffs, NJ: Prentice-Hall.
  19. Hair, Joseph Jr., G. Tomas M. Hult, Christian M. Ringle, and Marko Sarstedt (2014), "A primer on partial least squares structural equation modeling (PLS-SEM)," Thousand Oaks, CA: Sage Publications, Inc.
  20. Haque, Ahasanul, Rahman Sabbir, and Mahmudul Haque (2011), "Religiosity, ethnocentrism and corporate image towards the perception of young muslim consumers: Structural equation modeling approach," European Journal of Social Sciences, 23, 98-108.
  21. Hatcher, Larry and E. Stepanski (1994), "A step-by-step approach to using the SAS system for univariate and multivariate statistics," SAS Institute.
  22. Hawkins, Delbert and David Mothersbaugh (2010), "Consumer behavior: Building marketing strategy," 11th ed. New York, NY: McGraw-Hill.
  23. Hsieh, M.-Huei, S.-Ling Pan, and Setiono Rudy (2004), "Product, corporate, and country image dimensions and purchase behavior: A multicounty analysis," Journal of the Academy of Marketing Science, 32 (3), 251-70. https://doi.org/10.1177/0092070304264262
  24. Indriastuti, Herning (2020), "Achieving of country image, perceived quality, and brand familiarity on purchase intention of samsung smartphone in Indonesia," International Journal of Management Excellence, 16 (1), 2281-8. https://doi.org/10.17722/IJME.V16I1.1200
  25. Josiassen, Alexander and A George Assaf (2010), "Country-oforigin contingencies: Their joint influence on consumer behaviour," Asia Pacific Journal of Marketing & Logistics, 22 (3), 294-313. https://doi.org/10.1108/13555851011062241
  26. Kamaruddin, Abdul Razak, Mokhlis Safiek, and Md Nor Othman (2002), "Ethnocentrism orientation and choice decisions of Malaysian consumers: The effects of socio- cultural and demographic factors," Asia Pacific Management Review, 7 (4), 555-73.
  27. Karoui, Sedki and Karoui Romdhane Khemakhem (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
  28. Kirmani, Amna and Hans Baumgartner (2000), "Reference points used in quality and value judgements," Marketing Letters, 11 (4), 299-310. http://www.jstor.org/stable/40216573. https://doi.org/10.1023/A:1008129011202
  29. Koubaa, Yamen (2008), "Country of origin, brand image perception, and brand image structure," Asia Pacific Journal of Marketing & Logistics, 20, 139-55. https://doi.org/10.1108/13555850810864524
  30. Lee, Dongdae and Gopala Ganesh (1999), "Effects of partitioned country image in the context of brand image and familiarity," International Marketing Review, 16, 18-41. https://doi.org/10.1108/02651339910257610
  31. Lee, You-Kyung and Charles Arthur Robb (2016), "Moderating effect of country familiarity and country image on product purchase intention in South Africa"," INTL: Economic & Financial Issues.
  32. Levine, Robert and Donald Campbell (1972), "Ethnocentrism: Theories of conflict, ethnic attitudes, and group behavior," John Wiley & Sons.
  33. Loureiro, Sandra Maria Correia and Hans Ruediger Kaufmann (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), 153-70. https://doi.org/10.1108/BJM-11-2015-0226
  34. Martin, Ingrid M. and Sevgin Eroglu (1993), "Measuring A multidimensional construct: Country image," Journal of Business Research, 28 (3), 191-210. https://doi.org/10.1016/0148-2963(93)90047-S
  35. Nadia, Jimenez and San Martin Sonia (2009), "The role of ethnocentrism and firms reputation of a country of origin on consumer purchase intention," Asia Marketing Journal, 11 (2). https://doi.org/10.53728/2765-6500.1238
  36. Nagashima, Akira (1977), "A comparative "made in" product image survey among Japanese businessmen," Journal of Marketing, 41 (3), 95-100. https://doi.org/10.2307/1250943
  37. Ojiaku, Obinna Christian, B.E. Achi, and Vincent O. Aghara (2018), "Cognitive-affective predictors of green purchase intentions among health workers in Nigeria," Management Science Letters, 8 (10), 1027-38.
  38. Parameswaran, Ravi and R. Mohan Pisharodi (1994), "Facets of country-of-origin image: An empirical assessment," Journal of Advertising, 23 (1), 43-56. https://doi.org/10.1080/00913367.1994.10673430
  39. Parameswaran, Ravi and Attila Yaprak (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
  40. Rafi, Arslan, Saqib Sharjeel, Iftikhar Choudhary Ali, and Azeem Akhtar Syed (2012), "Exploring the purchasing motives of young Pakistani consumers for foreign brands," Information Management and Business Review, 4 (3), 136-44. https://doi.org/10.22610/imbr.v4i3.974
  41. Ranjbarian, Bahram, Rojuee Morteza, and Mirzaei Abbas (2010), "Consumer ethnocentrism and buying intentions: An empirical analysis of Iranian consumers," European Journal of Social Sciences, 13 (3), 371-86.
  42. Renko, Natasa, Crnjak Biljana, and Matic Matea (2012), "Influence of consumer ethnocentrism on purchase intentions: Case of Croatia," Ekonomska Misao i Praksa, (2), 529-44.
  43. Ringle, Christian, Sarstedt Marko, and Straub Detmar (2012), "Editor's comments: A critical look at the use of PLS-SEM," MIS Quarterly, 36 (1), 3-14. https://doi.org/10.2307/41410402
  44. Shimp, Terence and Subhash Sharma (1987), "Consumer ethnocentrism: Construction and validation of the CETSCALE," Journal of Marketing Research, 24 (3), 280-9. https://doi.org/10.2307/3151638
  45. Siyal, Saeed, Chunlin Xin, Umrani Ali Waheed, Fatima Seerat, and Debajyoti Pal (2021), "How do leaders influence innovation and creativity in employees? The mediating role of intrinsic motivation," Administration & Society, 53, 1337-61. https://doi.org/10.1177/0095399721997427
  46. Sohail, Sadiq M. and O. Gokhan Sahin (2010), "Country-f-Origin effects on consumers' evaluations of automobiles: Perspectives from A developing nation," Journal of International Consumer Marketing, 22 (3), 245-57. https://doi.org/10.1080/08961531003751058
  47. Sumner, William Graham (1906), "Folkways: A study of the sociological importance of usages, manners, customs, mores, and morals," Boston, MA: Ginn and Company.
  48. Verbeke, Wim and Ronald Ward (2006), "Consumer interest in information cues denoting quality, traceability and origin: An application of ordered profit models to beef labels," Food Quality and Preference, 17, 453-67. https://doi.org/10.1016/j.foodqual.2005.05.010
  49. Verlegh, WJ Peeter (2007), "Home country bias in product evaluation: The complementary roles of economic and socio-psychological motives," Journal of International Business Studies, 38 (3), 361-73. https://doi.org/10.1057/palgrave.jibs.8400269
  50. Wang, Cheng Lu, Dongjin Li, R. Bradley, Barnes, and Jongseok Ahn (2012), "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, 21, 1041-51. https://doi.org/10.1016/j.ibusrev.2011.11.010
  51. Wang, Xuehua and Zhikin Yang (2008), "Does country-of-origon matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China's auto industry," International Marketing Review, 25 (4), 458-74. https://doi.org/10.1108/02651330810887495
  52. Yoo, Boonghee and Naveen Donthu (2005), "The effect of personal cultural orientation on consumer ethnocentrism," Journal of International Consumer Marketing, 18 (1), 7-44. https://doi.org/10.1300/j046v18n01_02
  53. Zafer, Erdogan and Uzkurt. (2010), "Effects of ethnocentric tendency on consumers' perception of product attitudes for foreign and domestic products," Cross Cultural Management: International Journal, 17 (4), 393-406. https://doi.org/10.1108/13527601011086595