Author/Authors :
ERYİĞİT, Canan Hacettepe Üniversitesi - İİBF - İşletme Bölümü, Turkey , KAVAK, Bahtışen Hacettepe Üniversitesi - İBF - İşletme Bölümü, Turkey
Title Of Article :
MODERATOR ROLES OF INTERPERSONAL EFFECTS ON THE INFLUENCE OF CONSUMER ETHNOCENTRISM ON INTENTION TO BUY FOREIGN PRODUCTS: A CROSS CULTURAL TESTING
Abstract :
The purpose of this study is to investigate moderator effects of interpersonal effects namely Veblen, snob and bandwagon effects on the influence of consumer ethnocentrism on intention to buy foreign products. These effects were examined through analyzing data gathered from 248 students from Turkey and 230 students from Germany by using multivariate hierarchical regression analysis. Results indicated that moderating effects of interpersonal variables are verified for German sample but not for Turkish sample. Snob and bandwagon effects influence the strength of the effect of ethnocentrism on intention to buy foreign products.
NaturalLanguageKeyword :
Consumer ethnocentrism , Veblen effect , bandwagon effect , snob effect
JournalTitle :
The International Journal Of Economic and Social Research
