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How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments

Buying domestic products has become increasingly important in many countries. As a form of social influence, social norms affect people’s domestic purchasing intentions and behavior. The current study aims to examine the mechanisms by which social norms influence domestic purchasing intentions throu...

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Autores principales: Jia, Qifan, Zhou, Sizhe, Liu, Run, Zuo, Yihan, Pan, Cuiyu, Chen, Yu, Gong, Yiyue, Chen, Rui
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10295292/
https://www.ncbi.nlm.nih.gov/pubmed/37366705
http://dx.doi.org/10.3390/bs13060453
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author Jia, Qifan
Zhou, Sizhe
Liu, Run
Zuo, Yihan
Pan, Cuiyu
Chen, Yu
Gong, Yiyue
Chen, Rui
author_facet Jia, Qifan
Zhou, Sizhe
Liu, Run
Zuo, Yihan
Pan, Cuiyu
Chen, Yu
Gong, Yiyue
Chen, Rui
author_sort Jia, Qifan
collection PubMed
description Buying domestic products has become increasingly important in many countries. As a form of social influence, social norms affect people’s domestic purchasing intentions and behavior. The current study aims to examine the mechanisms by which social norms influence domestic purchasing intentions through the lens of consumer ethnocentrism and domestic product judgments. The data were collected through an online survey in China, and a total of 346 valid responses were obtained. The results indicate that social norms influence domestic purchasing intention through four paths, namely, direct path, motivational path, cognitive path, and motivational–cognitive path. Consumer ethnocentrism and domestic product judgments, serving as the motivational and cognitive factors, respectively, play mediating and serial mediating roles in the relationship between social norms and domestic purchasing intention. In addition, consumer ethnocentrism has two dimensions, namely, pro-domestic and anti-foreign consumer ethnocentrism, and only the former plays a significant role in the model. The current study has theoretical contributions to research on domestic purchasing intention and practical implications for interventions in domestic purchasing behavior. Future studies are encouraged to conduct experiments, distinguish between different types of social norms, measure purchasing behavior, and verify the relationships in other countries.
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spelling pubmed-102952922023-06-28 How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments Jia, Qifan Zhou, Sizhe Liu, Run Zuo, Yihan Pan, Cuiyu Chen, Yu Gong, Yiyue Chen, Rui Behav Sci (Basel) Article Buying domestic products has become increasingly important in many countries. As a form of social influence, social norms affect people’s domestic purchasing intentions and behavior. The current study aims to examine the mechanisms by which social norms influence domestic purchasing intentions through the lens of consumer ethnocentrism and domestic product judgments. The data were collected through an online survey in China, and a total of 346 valid responses were obtained. The results indicate that social norms influence domestic purchasing intention through four paths, namely, direct path, motivational path, cognitive path, and motivational–cognitive path. Consumer ethnocentrism and domestic product judgments, serving as the motivational and cognitive factors, respectively, play mediating and serial mediating roles in the relationship between social norms and domestic purchasing intention. In addition, consumer ethnocentrism has two dimensions, namely, pro-domestic and anti-foreign consumer ethnocentrism, and only the former plays a significant role in the model. The current study has theoretical contributions to research on domestic purchasing intention and practical implications for interventions in domestic purchasing behavior. Future studies are encouraged to conduct experiments, distinguish between different types of social norms, measure purchasing behavior, and verify the relationships in other countries. MDPI 2023-05-31 /pmc/articles/PMC10295292/ /pubmed/37366705 http://dx.doi.org/10.3390/bs13060453 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Jia, Qifan
Zhou, Sizhe
Liu, Run
Zuo, Yihan
Pan, Cuiyu
Chen, Yu
Gong, Yiyue
Chen, Rui
How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments
title How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments
title_full How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments
title_fullStr How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments
title_full_unstemmed How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments
title_short How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments
title_sort how social norms influence purchasing intention of domestic products: the mediating effects of consumer ethnocentrism and domestic product judgments
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10295292/
https://www.ncbi.nlm.nih.gov/pubmed/37366705
http://dx.doi.org/10.3390/bs13060453
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