Considering CE with a Loyalty Model for Domestic Products

• Main Authors: Liang-hui Wang, 王良蕙
• Other Authors: Tzeng-ding Shiang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/11851392748746373274

碩士 === 逢甲大學 === 國際貿易所 === 98 === Abstract We are living in a time of internationalization nowadays, which is rife with different matters that come from different nations. Nevertheless, there are lots of brand products in the market which all come from different countries. Above all, when consumers are faced with numerous products, the manufacturer not only realizes what clues consumers depend on purchasing products, but it’s also important to know how their tendency of domestic and foreign product is. Research on consumer ethnocentrism constructs, typically focuses on the purchasing internal products intention. And the outcomes indicated there have positive relationship among purchase intension and consumer ethnocentrism. (Vida,Dmitrovic and Obadia，2008) We want to research about the other impact of consumer ethnocentrism, besides ,consuemr ethnocentrism has greater impact on product preference and purchase intention of origin from “foreign” or” internal”. So, this study is going to investigate the perceived behavior of Taiwanese consumer, and figure out whether the customer’s attitiude toward the product which was made in Taiwan would be affected or not by the ethnocentrism. To sum up, this study aims to examine whether there is a positive effect of consumer ethnocentrism which would effectively affect the emotional value, customer satisfaction, and loyalty towards local products or not. In this study, the results showed that the ethnocentrism only affect customer satisfaction with indirect effects which are the product perceived values and emotional values instead of direct effects. it showed that there’s a positive relationship between customer’s perceived value and ethnocentrism, if customers have higher ethnocentrism, then the customers will have more satisfaction and loyalty for one company. Taiwanese business may well use the high ethnocentrism that Taiwanese have as an advantage to improve customer’s perceive value toward its products and to enhance the customer loyalty. And finally, through the effect of product loyalty, Taiwanese consumers will effectively shift their perceived values to choose the domestic product instead of imported product and gain the loyalty to Taiwanese products. KeyWords: Consumer ethnocentrism, Emotional value , Customer loyalty