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