The impact of consumer ethnocentrism, animosity and product judgment on the willingness to buy

• Autorzy: Danilwan Yuris , Dirhamsyah , Pratama Ikbar

Identyfikatory

DOI

10.17512/pjms.2020.22.2.05

Warianty tytułu

PL

Wpływ etnocentryzmu konsumentów, wrogości konsumenckiej i oceny produktu na chęć kupna

• Języki publikacji: EN

Abstrakty

EN

Recently, to know the willingness of the customer to purchase the product has become a hot issue to compete in the market for the organizations and also attain the attentions of the recent studies. Thus, the main objective of the current study is to examine the impact of the consumer ethnocentrism and consumer animosity on the willingness to buy. Additionally, the study has examined the moderating role of the product judgment in the relationship between the consumer ethnocentrism and willingness to purchase and between consumer animosity and willingness to purchase. The study has broached an argument that the concepts like consumer animosity and ethnocentrism are very similar and undistinguishable, and sometimes lead to confusion since both result in the refusal of purchasing imported commodities. Survey-based technique for collect the data from respondents has been used by the study. A simple random sampling has been used by the study to select the respondents while an effective statistical tool has been used for the analysis purpose named as smart-PLS. The results on product judgment indicate that minority-owned companies can rebrand or reposition themselves and may re-evaluate marketing strategies to become more attractive for the ethnic majority groups. Although when a specific company looks like more attractive to a particular ethnic or religious group then the ‘displeased voices’ emerge to avoid the use certain brands.

PL

W ostatnim czasie poznanie chęci klienta do zakupu produktu stało się gorącą kwestią w konkurowaniu na rynku dla organizacji, a także zwrócenie uwagi na wyniki ostatnich badań. Dlatego głównym celem obecnego badania jest zbadanie wpływu etnocentryzmu i wrogości konsumentów na skłonność do zakupów. Ponadto w badaniu zbadano moderującą rolę oceny produktu w związku między etnocentryzmem konsumenckim a chęcią zakupu oraz między wrogością konsumentów a chęcią zakupu. Badanie wysunęło argument, że pojęcia takie jak wrogość konsumentów i etnocentryzm są bardzo podobne i nierozróżnialne, a czasami prowadzą do nieporozumień, ponieważ oba prowadzą do odmowy kupowania importowanych towarów. W badaniu zastosowano ankietową technikę zbierania danych od respondentów. W badaniu wybrano respondentów za pomocą prostego losowego doboru próby, a do analizy wykorzystano skuteczne narzędzie statystyczne o nazwie smart-PLS. Wyniki oceny produktów wskazują, że firmy należące do mniejszości mogą zmienić markę lub zmienić swoją pozycję i mogą ponownie ocenić strategie marketingowe, aby stać się bardziej atrakcyjnymi dla grup etnicznych. Chociaż gdy określona firma wydaje się bardziej atrakcyjna dla określonej grupy etnicznej lub religijnej, pojawiają się „głosy niezadowolenia”, aby uniknąć używania niektórych marek.

Słowa kluczowe

EN

consumer ethnocentrism; consumer animosity; willingness to buy; product judgment

PL

etnocentryzm konsumencki; wrogość konsumencka; chęć zakupu; ocena produktu

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2020
• Tom: Vol. 22, No. 2
• Strony: 65--81
• Opis fizyczny: Bibliogr. 46 poz., tab.

Twórcy

autor

Danilwan Yuris

• Politeknik Adiguna Maritim Indonesia (POLTEK AMI) Medan

autor

Dirhamsyah

• Politeknik Adiguna Maritim Indonesia (POLTEK AMI) Medan

autor

Pratama Ikbar

• Fakultas Ekonomi dan Bisnis, Universitas Medan Area, Medan, Sumatera Utara, Indonesia

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2021).