Multinational Products for Consumer-Driven Global Sourcing Strategies

• 발행기관: 한국유통과학회
• 저자명: Jiwon LEE Jae-Young OH Eunji OH Matthew Minsuk SHIN
• 간행물 정보: 『유통과학연구(JDS)』제17권 제8호, 5~14쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.08.30

영문 초록

Purpose - This study aims to proposes a conceptual framework to segment multi-national products based on a Chinese consumer’s perception of multi-national products, to find the role of consumer ethnocentrism (CET) in country of origin (COO) effects for Chinese, and to figure out how different dimension of CET Effects on purchase intention developed market and home country. Research design, data and methodology - This study selected a 2×2×2 factorial design for the hypothesis test based on the product category × combination of manufactured type × Ethnocentrism level. This study distinguishes products between luxury (Burberry) and non-luxury (Nike) products and choose combination of manufactured type (Spain vs India/ Spain vs China) in order to perform comparative studies. A total of 223 Chinese participated in the experiment. After being exposed to each scenario, participants were asked to respond to questions about brand preference and purchase intention Results - Regarding to luxury made in developed country, it is worth that exposing COO information to low level of ethnocentrism consumers. Regarding to non-luxury product made in emerging country, it makes it worse when COO information to high level of ethnocentrism consumers. Lastly, regarding to non-luxury product, patriotic consumers prefer to purchase product made in home country.

목차

Abstract

1. Introduction

2. Literature review

3. Research methodology

4. Empirical Analysis

5. Conclusion

References

키워드

Country of Origin (COO) Multi-national Products Consumer Ethnocentrism (CET) Global Sourcing Strategies