The Mediation Role of Attitude toward Purchase in the Relationship between Country of Origin Image, Religiosity, Ethnocentrism, Animosity and Intentions to Purchase in the Egyptian Context

Abstract

This research investigates the relationship between differences (ethnocentrism, country of origin image, religiosity and animosity) which may affect intentions to purchase. In doing so, it measures the effect of country of origin image, religiosity, animosity and ethnocentrism and their relationships with intentions to purchase Chinese fashion products in Egypt, through attitude toward purchase. Both of positivism and quantitative approach represent an organized method of research that combine the deductive logic and the empirical observations of individual behavior together in order to be able to note a group of causal laws that can be used for general prediction patterns of human activity. This study collects the data of the required variable by making a questionnaire. This questionnaire targeted a population that is represented in customers who purchase Chinese fashion products in Egypt. The analysis conducted is applied using SPSS 22.0 (Statistical Package for Social Sciences) and AMOS 24. Due to the infinite number of the targeted population, the sample of the study consisted of 384questionnaires gathered from Egyptian customers. The results of the analysis indicate that ethnocentrism and country of origin image have a positive impact on intentions to purchase and attitude toward purchase. While, religiosity and animosity have a negative impact on intentions to purchase and attitude toward purchase. Moreover, the results partially support the Mediation role of Attitude toward purchase in the relationship between (Ethnocentrism, Country of origin image, religiosity and Animosity) and Intentions to Purchase Chinese Fashion Products.