Factors Influencing Foreign Products Purchase Intention of Mongolian Consumers

The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategie...

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 24; no. 3; pp. 131 - 140
Main Authors Gantulga, Urandelger, Ganbold, Munkhbayasgalan
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 01.01.2022
Korean Marketing Association
Subjects
country image
ethnocentrism
mongolia
product image
product quality
Product quality
Product image
Mongolia
Ethnocentrism
Country image
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Summary:The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategies that influence consumers' purchasing decisions. Accordingly, this article develops the research model to determine the impact of specific product determinants on consumer purchase intention towards foreign products. An online survey was carried out to reach the research objective. Four hundred effective questionnaires were analyzed using SPSS 23 and Smart PLS 3.3. The results showed that foreign product quality and image have a significant positive impact on consumers' intentions to buy foreign goods. Furthermore, consumer ethnocentrism significantly moderates product quality and purchase intention relationships. The study's findings could help marketers develop effective marketing techniques while also being helpful to academics and consumers in general.
ISSN:1598-7868
2765-6500
2765-6500
DOI:10.53728/2765-6500.1594