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Chinese Wine Consumers’ Product Evaluation: Effects of Product Involvement, Ethnocentrism, Product Experience and Antecedents

Chinese Wine Consumers’ Product Evaluation: Effects of Product Involvement, Ethnocentrism,... This research provides nuanced insights from a consumer-centric behavioural psychology perspective, by developing a theoretically grounded motivational process model of product evaluation, viewed through a country-of-origin (COO) lens, incorporating the focal constructs of product involvement, product knowledge, consumer ethnocentrism (CET) and antecedents related to wine buying in China. An online survey of 934 consumers across China in a range of 12 tier-1 and tier-2 cities investigates the effects of several independent variables on COO product category evaluation. The findings provide valuable contrasting insights between evaluations of products originating from developed economies (France and Australia) and a transitional economy (China), the home country. We validate a 10-item version of the CETSCALE and apply multiple linear regression (MLR) modelling to test the hypothesised relationships. We further contribute by examining both main and interaction effects of the empirically enhanced model. We conclude that CET, product involvement, product purchase experience and, travel exposure significantly impact COO product evaluations, through actual product purchase experience, while product purchase frequency does not. CET also has a significant mediating effect on product evaluation through both involvement and actual product purchasing experience. Gender has direct effects on CET and product evaluation, as does household income on product evaluation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Australasian Marketing Journal SAGE

Chinese Wine Consumers’ Product Evaluation: Effects of Product Involvement, Ethnocentrism, Product Experience and Antecedents

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References (49)

Publisher
SAGE
Copyright
© 2023 Australian and New Zealand Marketing Academy
ISSN
1839-3349
eISSN
1839-3349
DOI
10.1177/14413582231166066
Publisher site
See Article on Publisher Site

Abstract

This research provides nuanced insights from a consumer-centric behavioural psychology perspective, by developing a theoretically grounded motivational process model of product evaluation, viewed through a country-of-origin (COO) lens, incorporating the focal constructs of product involvement, product knowledge, consumer ethnocentrism (CET) and antecedents related to wine buying in China. An online survey of 934 consumers across China in a range of 12 tier-1 and tier-2 cities investigates the effects of several independent variables on COO product category evaluation. The findings provide valuable contrasting insights between evaluations of products originating from developed economies (France and Australia) and a transitional economy (China), the home country. We validate a 10-item version of the CETSCALE and apply multiple linear regression (MLR) modelling to test the hypothesised relationships. We further contribute by examining both main and interaction effects of the empirically enhanced model. We conclude that CET, product involvement, product purchase experience and, travel exposure significantly impact COO product evaluations, through actual product purchase experience, while product purchase frequency does not. CET also has a significant mediating effect on product evaluation through both involvement and actual product purchasing experience. Gender has direct effects on CET and product evaluation, as does household income on product evaluation.

Journal

Australasian Marketing JournalSAGE

Published: Jan 1, 2023

Keywords: product category evaluation; ethnocentrism; country-of-origin effect; product involvement; purchase experience; purchase frequency; travel exposure

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