Examining the effect of mental image on the intention to buy imported product with an emphasis on the role of consumer ethnocentrism

Document Type : Original Article

Authors

1 Master of Strategic Management, Faculty of Administrative Sciences, Imam Reza International University. Mashhad, Iran

2 Assistant Professor of Management, Imam Reza International university, Mashhad, Iran

3 Master of Marketing Management, Faculty of Administrative Sciences, Imam Reza International University. Mashhad, Iran

Abstract

The mental image of the consumer as well as the variable role of the type of culture such as ethnocentrism play an important and prominent role in consumer behavior because the only way to succeed in such a market is to know the factors influencing their purchase intention. Therefore, this study was conducted to investigate the effect of consumers' mental image of the company, product, and country of origin on the intention to purchase imported goods, emphasizing the role of consumer ethnocentrism. The research is applied in terms of purpose and descriptive and survey in terms of nature and method. The statistical population of the research is made up of all the consumers of Sony and Samsung televisions in the centers of major provinces of the country, 384 of them were selected separately by random method and the data required for the hypothesis test was collected. The analysis of the proposed model has been done with the structural equation modeling method and with the help of Smart-PLS 3.0 software. The results showed that the mental image of consumers (product, company, and country of origin) affects the intention to buy imported goods. Of course, the results showed that consumption ethnocentrism, in turn, can moderate these influences. In the sense that companies can influence their purchase intention by strengthening the mental image of consumers. On the other hand, strengthening the character of ethnocentrism in consumers helps to grow the domestic economy and reduces the intention to buy imported goods.

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Main Subjects

References

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  • Receive Date: 09 December 2023
  • Revise Date: 26 February 2024
  • Accept Date: 26 February 2024

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