The Effect of Consumer Affinity and Country Image Toward Willingness to Buy

• 발행기관: 한국유통과학회
• 저자명: Rizal Edy Halim Elszuary Abrar Uzi Zulkarnain
• 간행물 정보: 『유통과학연구(JDS)』제15권 제4호, 15~23쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.04.30

영문 초록

Purpose - This research aims to determine whether the consumer affinity and ethnocentrism as well as the image of a foreign country (Japanese product as the most popular product in Indonesia) are able to influence behavior related to the perceived risk and willingness to buy foreign products from the affinity country. Research design, data, and methodology - Using survey techniques with 164 respondents, the study uses structural equation model with confirmatory factor analysis (CFA). To ensure the research objective and appropriate respondent, then we select an individual who have interest on Japanese culture & language. The primary and secondary data used in this study. Primary data refers to information collected directly from respondent by questionnaires dissemination while secondary data is provided from well-established literatures. Results - The results show us that the ethnocentrism has dominant affection role compared to affinity in order to influence consumer behavior meanwhile, the product country image has cognition role to evoke consumer desire to consume foreign products. Conclusions - From a theoretical perspective, the study contributes to international marketing literature by refining the conceptualization of the consumer affinity construct and highlighting its multidimensional nature. The consumer affinity research need to enrich in term of the context and the different culture and situation.

목차

Abstract

1. Introduction

2. Theoretical Foundation

3. Research Hypotheses

4. Method

5. Results

6. Discussion

References

키워드

Consumer Affinity Consumer Ethnocentrism Country Image Product Country Image Perceived Risk Willingness to Buy