Ethnocentrism, Animosity, Knowledge and Country of Origin on Purchase of Jingdezhen Blue-And-White Ceramic

Abstract

This research study aims to inspect the influence of ethnocentrism, animosity, product knowledge and the country of origin on the consumers’ purchase of Jingdezhen blue-and-white ceramics. The study also focuses on the moderating role of country of origin and the mediating role of product judgment. The Jingdezhen ceramics represent cultural significance and are highly renowned, thus providing a unique context to determine the factors affecting its purchase. The study focuses on the direct association between ethnocentrism, animosity, and hedonic product attributes, country of origin, and purchase intention. The study focused on the roles of familiarity and behavioral intention as moderators. Analysis for this study relies on a quantitative approach where data is collected through a questionnaire. With the use of convenience sampling to ensure feasibility and diversity of responses, data will be collected from Chinese consumers. The data was analyzed through SEM, which was applied through AMOS. The results of the study highlight that Product Judgement has insignificant impact on Animosity and Ethnocentrism, however, it has significant impact on Country of origin, and Product Knowledge. Consumer purchase intention of Jingdezhen blue-and-white ceramics was found to significantly influence Animosity, Product Knowledge, and Product Judgement, and has insignificant impact on Country of origin and Ethnocentrism. The research intends to strengthen and add value to existing literature by providing evidence into the interplay between the consumer purchase and cultural products.