Toward a Model of Consumer Receptivity of Foreign and Domestic Products

Abstract

Abstract This paper investigates consumer attitudes toward domestic and foreign products using a multi-attribute model that includes measures of consumers' familiarity with and beliefs about products from various origins, as well as their ethnocentric tendencies and their affective feelings toward the origins themselves. The model is applied to origins that have various types of links with the respondents at both the national and subnational levels. Structural Equation Modelling is used to test the model for each origin and Multigroup Analysis is used to examine similarities and differences in the respondent's views. The results show that the model explains consumers' purchase predispositions well in most cases. Affective considerations are found to have a significant and direct influence on willingness to buy. Key Words: Product-country imagescountry-of-originregion-of-originethnocentrisminternational marketing