Antecedents and outcome of consumer ethnocentrism towards Japanese convenience store

Poon, Jia Sying and Sim, Wei Kei (2019) Antecedents and outcome of consumer ethnocentrism towards Japanese convenience store. Final Year Project, UTAR.

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Abstract

The purpose of this research study is to examine and investigate whether consumer ethnocentrism will affect purchase intention through mediating role of attitude towards foreign products in Japanese convenience store. The research background, problem statement, issues and others that related to the research topic has been further discussed in this study. Besides, this study is designed to achieve the following goals: (1) To investigate the relationship between patriotism and consumer ethnocentrism; (2) To investigate the relationship between cultural openness and consumer ethnocentrism; (3) To investigate the relationship between conservatism and consumer ethnocentrism; (4) To investigate the relationship between consumer ethnocentrism and attitude towards foreign products; (5) To investigate the relationship between consumer ethnocentrism and purchase intention; (6) To investigate the relationship between attitude towards foreign products and purchase intention; (7) To investigate whether attitude towards foreign products have a mediating effect between consumer ethnocentrism and purchase intention. This study can bring the contribution to the beneficial parties such as retail sector, marketers, policy-maker, future researches as well as filling the gap of the knowledge and academic. The questionnaires of 250 respondents are distributed and collected through both hard and soft copy in all the states throughout Malaysia, in which the respondents who are Malaysian and ever bought product from Japanese convenience store in Malaysia. Statistical Package for the Social Sciences (SPSS) software is used to generate and measure the data for all the variables in order to identify the relationship among all the variables. Last but not least, the discussion of the hypothesis, limitation and recommendation has been discussed in this research.

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