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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Zulganef, Taufik Rachim
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DOI:10.17265/1537-1514/2012.07.012
Affiliation(s)
Zulganef, Faculty of Business and Management, University of Widyatama.
Taufik Rachim, Faculty of Business and Management, University of Widyatama.
ABSTRACT
The purpose of this research is to study the ethnocentric tendency of consumer toward Chinese fashion product. This study shows that 53.2% students in Bandung had high ethnocentrism attitudes. The associations between ethnocentrism and the perception on quality fashion products made in China are negative. It means that the more ethnocentrism, the less quality of China products perceived by students. Meaning that invasion of Chinese products will not strongly affect the existence of Indonesian fashion. On the other hand, this research shows that besides ethnocentrism, price is still a major consideration in terms of buying fashion products made in China, since there is a positive relationship between perceptions of price and the intention to buy. This research also shows that nationalism has indirect influence (through ethnocentrism) on intention to buy, which means that nationalism should be elaborated into ethnocentrism firstly before turn into buying behavior. Based on this research, a university as a social agent of development institution could enhance this ethnocentric tendency through curriculum or programs, for example, makes an anthropology or nationalism subject in their curriculum as a requirement.
KEYWORDS
nationalism, consumer ethnocentric tendency, ASEAN-China Free Trade Area (ACFTA), perceived on price, perceived on quality, purchase intentions
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