Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention
This article examines the effects of allocentrism and consumer ethnocentrism (CET) on purchase intentions for domestic versus imported products focusing on the current phenomenon of the “Korean Wave” in Taiwan. Research based on data collected from 433 mall intercept interviews in Taiwan indicates t...
| Main Authors: | , , , , |
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| Format: | Journal Article |
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Society for Personality Research
2008
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| Online Access: | http://www.sbp-journal.com/default.aspx?pageid=46&JournalArticleID=1930 http://hdl.handle.net/20.500.11937/9305 |
| _version_ | 1848745910525231104 |
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| author | Huang, Y. Phau, Ian Lin, Chad Chung, H. Lin, K. |
| author_facet | Huang, Y. Phau, Ian Lin, Chad Chung, H. Lin, K. |
| author_sort | Huang, Y. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This article examines the effects of allocentrism and consumer ethnocentrism (CET) on purchase intentions for domestic versus imported products focusing on the current phenomenon of the “Korean Wave” in Taiwan. Research based on data collected from 433 mall intercept interviews in Taiwan indicates that there is a strong positive relationship between allocentrism toward parents and CET. However, a significantly negative relationship between allocentrism toward friends and CET was also established. The findings also revealed that friends in-group’s attitude toward Korean TV dramas has a mediating effect of allocentrism toward friends on CET and CET on the purchase intention of Korean products. One contribution of the study is that CET played a mediating relationship between allocentrism toward parents and friends and purchase intention. This ethnocentric effect was attributed to parental and friends in-groups which played a significant role in reducing/enhancing the impact of inter-group discrimination, making national identification a less obvious and important social category. These have significant implications for domestic and foreign marketers, especially in the global market place. |
| first_indexed | 2025-11-14T06:24:52Z |
| format | Journal Article |
| id | curtin-20.500.11937-9305 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:24:52Z |
| publishDate | 2008 |
| publisher | Society for Personality Research |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-93052017-01-30T11:11:48Z Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention Huang, Y. Phau, Ian Lin, Chad Chung, H. Lin, K. Cross-cutting categorization Allocentrism Social identity theory Purchase intention Consumer ethnocentrism This article examines the effects of allocentrism and consumer ethnocentrism (CET) on purchase intentions for domestic versus imported products focusing on the current phenomenon of the “Korean Wave” in Taiwan. Research based on data collected from 433 mall intercept interviews in Taiwan indicates that there is a strong positive relationship between allocentrism toward parents and CET. However, a significantly negative relationship between allocentrism toward friends and CET was also established. The findings also revealed that friends in-group’s attitude toward Korean TV dramas has a mediating effect of allocentrism toward friends on CET and CET on the purchase intention of Korean products. One contribution of the study is that CET played a mediating relationship between allocentrism toward parents and friends and purchase intention. This ethnocentric effect was attributed to parental and friends in-groups which played a significant role in reducing/enhancing the impact of inter-group discrimination, making national identification a less obvious and important social category. These have significant implications for domestic and foreign marketers, especially in the global market place. 2008 Journal Article http://hdl.handle.net/20.500.11937/9305 http://www.sbp-journal.com/default.aspx?pageid=46&JournalArticleID=1930 Society for Personality Research fulltext |
| spellingShingle | Cross-cutting categorization Allocentrism Social identity theory Purchase intention Consumer ethnocentrism Huang, Y. Phau, Ian Lin, Chad Chung, H. Lin, K. Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention |
| title | Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention |
| title_full | Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention |
| title_fullStr | Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention |
| title_full_unstemmed | Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention |
| title_short | Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention |
| title_sort | allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention |
| topic | Cross-cutting categorization Allocentrism Social identity theory Purchase intention Consumer ethnocentrism |
| url | http://www.sbp-journal.com/default.aspx?pageid=46&JournalArticleID=1930 http://hdl.handle.net/20.500.11937/9305 |