Abstract

The purpose of this research is to examine the influence of consumer attitudinal dispositions on purchase intention toward foreign products and to determine which socio-cultural phenomenon are responsible for the formation of those attitudes. In this study, we employed Structural Equation Modeling (SEM) version 20 to validate the research model using data collected from 400 young Vietnamese consumers. The results reveal that cosmopolitanism and xenocentrism attitudes have positive effect on consumer preference for foreign products. Furthermore, patriotism, wordmindedness, and materialism are indicated as antecedents of consumer ethnocentrism, cosmopolitanism, and xenocentrism, respectively. The roles of consumer attitudinal dispositions are highlighted to explain the relationship between socio-cultural phenomenon and young consumers’ purchase intention. Theoretical and managerial implications for academics and practitioner addressing on consumer attitudes in Vietnamese market are also discussed.

摘要

这项研究的目的是检验消费者态度倾向对购买外国产品的意愿的影响，并确定哪种社会文化现象是造成这些态度形成的原因。在这项研究中，我们采用了结构方程模型（SEM）版本20，以使用从400位越南年轻消费者那里收集的数据来验证研究模型。结果表明，世界主义和异国主义态度对消费者对外国产品的偏好产生积极影响。此外，爱国主义，言语意识和唯物主义分别被指示为消费者民族中心主义，世界主义和异国中心主义的前身。强调了消费者态度倾向的作用，以解释社会文化现象与年轻消费者购买意愿之间的关系。还讨论了学术界和从业人员解决越南市场消费者态度问题的理论和管理意义。