The impact of country-of-origin image, consumer ethnocentrism, animosity, perceived quality on purchase intention (Field of foreign products imported from China in HCMC)
Abstract
In Vietnam, Chinese products appear in most of on the whole goods,
especially household appliances, electronic goods with bargain prices and nice products
which are no different than the expensive products made in Vietnam or the developing
countries. The products imported from China to Vietnam are almost poor quality and
many toxic but still be consumed in large quantities. Besides, many products from China
still be with very good quality, reasonable price and not harmful to consumer health. This
led to the Vietnamese market will be unable to compete with imported products from
China. This research purpose is to examine the effects of country-of-origin image,
consumer ethnocentrism, animosity and perceived quality on the purchase intention of
foreign products imported from China in HCMC.
Moreover, SPSS software is used to analyze data from 310 questionnaire
survey. Based on the result of regression, I can find out which factors have strongest,
positive or negative on purchase intention. From that, I can recommend some solutions
for domestic and foreign enterprises to rise up the purchase intention of Vietnamese
consumers
Last but not least, this study still has limitations. I hope that the research
findings would be helpful sources of reference for both Vietnam and foreign companies
when they want to improve the purchase intention of customers.
Keywords: country of origin, ethnocentrism, animosity, perceived quality,
purchase intention