The Role of Animosity, Religiosity, and Allocentrism in Shaping Purchase Intention through Ethnocentrism and Brand Image

Kunthi Afrilinda Kusumawardani,Monica Yolanda

doi:10.15388/omee.2021.12.67

Kunthi Afrilinda Kusumawardani, Monica Yolanda

Open Access

https://doi.org/10.15388/omee.2021.12.67

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Abstract

   With the long history of the relationship between Indonesia and China, various sentiments may arise and influence the consumer purchasing decision. This study aims to determine the impact of animosity towards China, religiosity, and allocentrism of the Indonesians on the intention to purchase Chinese brands smartphones, mediated by consumer ethnocentrism and brand image. This study has 215 valid responses and was carried out using SPSS 25. Structural Equation Modelling (SEM) was performed using AMOS 22. The results show that consumer ethnocentrism is significantly influenced by animosity, religiosity, and allocentrism. Brand image can mediate between consumer ethnocentrism and purchase intention. This study gives a better understanding of Indonesian consumer ethnocentrism with animosity towards China, religiosity, and allocentrism, which will affect the Chinese brand image and Indonesians’ intention to purchase the product.  

Highlights

In June 2018, there were approximately 3.6 billion active users of smartphones globally
This study investigates the determinants of consumer purchase intention of Chinese brand smartphones by incorporating consumer ethnocentrism and brand image
5.1 Theoretical Contribution The findings show that animosity has a significant and positive influence on consumer ethnocentrism

Summary

Introduction

In June 2018, there were approximately 3.6 billion active users of smartphones globally. From those numbers, Samsung has become the most famous brand with 893 million active devices in use; Apple holds the second position followed closely by the Chinese brands of smartphones such as Xiaomi, OPPO, Huawei, and Vivo with a third of the ISSN 2029-4581 eISSN 2345-0037 Organizations and Markets in Emerging Economies world’s active smartphone users (Mourdoukoutas, 2018). The Chinese smartphone brands have been successfully emerging and developing for the past few years because of the constant innovation and the low price they offer (Hong, 2018). Even though the Chinese brands mostly have a cheap or a reasonable price for their products, their product quality and specs are not low, and some are even better than other brands (Custer, 2018)

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