Why the grass is always greener on the other side of the fence? – the research of Chinese consumer xenocentrism: take electronics as an example
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 8 June 2023
Issue publication date: 1 December 2023
Abstract
Purpose
The economy of China has developed rapidly, and its international status has quickly risen in the past 30 years. China is shifting from a major exporter into a major consumer, becoming an essential part of the international market. However, some global brands make wrong market decisions because of a lack of understanding of Eastern consumer culture.
Design/methodology/approach
Based on consumer xenocentrism, this paper helps global enterprises better understand Chinese consumers' psychology in foreign goods, which is conducive to the development of transnational trade. This study proposes a hypothesis model based on previous literature. The authors collected 300 questionnaires from China and tested the model by SPSS24 and AMOS24.
Findings
The findings show that curiosity and country of origin positively affect consumer xenocentrism, consumer xenocentrism has a positive impact on word-of-mouth and purchase intention, word-of-mouth plays a mediating role in xenocentrism and purchase intention and social comparison tendency plays a moderating role in consumer xenocentrism and purchase intention. Simultaneously, this paper develops a scale measuring consumer xenocentrism to provide some quantitative support for this research.
Originality/value
The authors propose some suggestions basing on the research of consumer xenocentrism and provide some further directions.
Keywords
Acknowledgements
Funding: This study was supported by the National Social Science Foundation of China, Research on the International Cognitive Mechanism and Communication Strategy of Chinese Cultural Brand Image (18BKS165).
Ethics statement: When carrying out this research, the Ethical Code of Conduct of American Psychological Association (APA) was complied with. This research work was approved by the Institutional Review Board of Shanghai Institute of Technology.
Disclosure: The authors report no conflicts of interest in this work.
Citation
Zhang, Y. and Zhang, D. (2023), "Why the grass is always greener on the other side of the fence? – the research of Chinese consumer xenocentrism: take electronics as an example", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 12, pp. 3052-3068. https://doi.org/10.1108/APJML-12-2022-1020
Publisher
:Emerald Publishing Limited
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