Brand Country-of-Origin, Consumer Ethnocentrism and Price Consciousness Affect Purchasing Intention to 3C products－ Take Dongguan City, Mainland China as Example

• Main Authors: Cho-Han Tsai, 蔡倬漢
• Other Authors: Shu-Ling Liao
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/92705340995314941684

碩士 === 元智大學 === 管理研究所 === 94 === Mainland China government has started economic reform since 1978 and the economic development has been advanced dramatically. The economic growth rate has been kept at 7%-9% starting from 1996. Apparently, the Mainland China has become one of the most important emerging countries in the world. It is a trend that China so-called the world factory has been transferring to the world market. With the population of 1.4 billion, China’s potential gigantic consumer market has been focused and noticed by world marketers. The purpose of this study is to seek what Chinese consumers in Dongguan city have different product attitude and purchasing intention to 3C products towards different brand country-of-origin. This study also examines the influencing phenomenon of ethnocentrism and price consciousness. The brand country-of-origin in this study is focused on Japan, USA, Taiwan and China. Cellular phones, digital cameras and personal computers are selected in this study as far as 3C products are concerned. The findings are as follows: 1. China consumers in the face of different brand country-of-origin products have significant effects on country-of-origin product attitude and purchasing intention to 3C products (cellular phones, digital cameras and personal computers). 2. China consumers in the face of different brand country-of-origin products considering consumer ethnocentrism have significant effects on country-of-origin product attitude and purchasing intention to cellular phones and digital cameras. 3. China consumers in the face of different brand country-of-origin products considering price consciousness have significant effects on purchasing intention to digital cameras and personal computers. 4. China consumers in the face of different brand country-of-origin products considering both consumer ethnocentrism and price consciousness have no significant effects on country-of-origin product attitude and purchasing intention to 3C products.