지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
Purpose - This research aims to determine whether the consumer affinity and ethnocentrism as well as the image of a foreign country (Japanese product as the most popular product in Indonesia) are able to influence behavior related to the perceived risk and willingness to buy foreign products from the affinity country.
Research design, data, and methodology – Using survey techniques with 164 respondents, the study uses structural equation model with confirmatory factor analysis (CFA). To ensure the research objective and appropriate respondent, then we select an individual who have interest on Japanese culture & language. The primary and secondary data used in this study. Primary data refers to information collected directly from respondent by questionnaires dissemination while secondary data is provided from well-established literatures.
Results – The results show us that the ethnocentrism has dominant affection role compared to affinity in order to influence consumer behavior meanwhile, the product country image has cognition role to evoke consumer desire to consume foreign products.
Conclusions - From a theoretical perspective, the study contributes to international marketing literature by refining the conceptualization of the consumer affinity construct and highlighting its multidimensional nature. The consumer affinity research need to enrich in term of the context and the different culture and situation.
목차
등록된 정보가 없습니다.
참고문헌 (26)
참고문헌 신청
Agarwal, S. / 2001 / Perceived Value : Mediating Role of Perceived Risk / Journal of Marketing Theory and Practice 9 (4) : 1 ~ 14
Bagozzi, R. P. / 1988 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16 (1) : 74 ~ 94
Baughn, C. C. / 1996 / Economic nationalism : conceptual and empirical development / Political Psychology 4 : 759 ~ 757
Belch, G. E. / 2012 / Advertising and Promotion: An Integrated Marketing Communications Perspective / McGraw-Hill Irwin
Bloemer, J. / 2009 / The CoO-ELM Model: A Theoretical Framework for the Cognitive Processes Underlying Country of Origin-Effects / European Journal of Marketing 43 (1/2) : 62
Bagozzi, R. P. / 1988 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16 (1) : 74 ~ 94
Baughn, C. C. / 1996 / Economic nationalism : conceptual and empirical development / Political Psychology 4 : 759 ~ 757
Belch, G. E. / 2012 / Advertising and Promotion: An Integrated Marketing Communications Perspective / McGraw-Hill Irwin
Bloemer, J. / 2009 / The CoO-ELM Model: A Theoretical Framework for the Cognitive Processes Underlying Country of Origin-Effects / European Journal of Marketing 43 (1/2) : 62
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