Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic

Luis José Camacho,Cristian Salazar-Concha,Patricio Esteban Ramírez-Correa

doi:10.3390/su14010348

Abstract

Electronic commerce has shown exponential growth over the past decade, but the impact of COVID-19 has exceeded all expectations. Based on the theory of planned behavior, this paper aims to investigate the relationship between consumer ethnocentrism and internet purchase behavior in times of pandemics. Data was collected from 294 online purchasers, and the analysis was conducted utilizing a Partial Least Squares Structural Equation Modeling approach. The results indicate no significant impact on the relationship between the planned online purchase behavior and the country of origin when consumers face a health crisis. Additionally, the outcomes show that attitude toward online shopping positively affects online purchase behavior.

Highlights

Marketing scholars and practitioners have investigated the influence of globalization on consumer behavior across countries, in connection with issues of worldwide marketing standardization–adaptation [1,2]
This study reviewed the effects of Consumer ethnocentrism (CE) and Country of Origin (COO) on online consumer purchase behavior (OPB) in times of pandemics utilizing the Theory of Planned Behavior (TPB) in a developing country
It is essential to point out that the study results align with the TPB and confirm the theory’s strength within the e-commerce environment

Summary

Introduction

Marketing scholars and practitioners have investigated the influence of globalization on consumer behavior across countries, in connection with issues of worldwide marketing standardization–adaptation [1,2]. As the Internet has been more widely accepted and used, customers from across the globe have access to more goods and services through safe online purchasing [5]. New transportation technologies have offered customers more accessible access to other countries, where they may immediately interact with foreign goods and advertising. These exposures have impacted customer expectations and product selections across many attributes [6]. Consumers have quick access to the product information on the Internet and may use shopping channels to make online purchases [7]

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