The Impact of Relations between China and Taiwan on Consumer Purchase Intention

• Main Authors: Arman-Kalabayev Askarovich, 阿曼
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/78004988335783681866

碩士 === 逢甲大學 === 國際貿易所 === 97 === As globalization expands and boundaries between states are becoming less visible trade flow is increasing and consumers have variety of choice from different destinations. Some consumers may prefer to purchase domestic products only because of their ethnocentric and nationalistic beliefs or even because of animosity. International animosity significantly affects the purchase of foreign products. Marketers have shown a growing interest in understanding the factors related to consumers’ evaluation and selection of imported goods. The purpose of this research is to examine how relations between China and Taiwan influence on Taiwanese consumers, investigate the level of consumer animosity and find out how product judgments, product involvement and animosity affect consumer purchase intentions. Questionnaires were distributed to undergraduate students to collect data. SPSS and AMOS softwares were used to analyze the data and interpret it. Our findings indicated that Cross-Strait relations and animosity appear to influence consumer purchase decisions. Furthermore, animosity affects purchase intentions directly. Moderating variable product involvement significantly moderates the relationship between animosity and purchase intentions. Finally conclusion is drawn; limitations and recommendations for future research are discussed.