Abstract

Relationships among Patriotism, Consumer Ethnocentrism, Country of Origin Image, Product, and Purchase Intention and the Influence of Perception of Economic Competition with a Country on the Relationships

Yungwook Kim, Ph.D.
Assistant Professor, Dept. of Advertising and PR, College of Media Studies,
Ewha Womans University

Mi-Young Oh, Ph.D.
Assistant Professor, Dept. of Advertising and PR, Silla University

The purpose of this study is to explore the relationships among patriotism, consumer ethnocentrism, country of origin image, product attitude, and purchase intention. In addition, it tries to examine whether the relationships differ according to the perception of economic competition with a certain country. The finding showed that patriotism affected consumer ethnocentrism and country of origin image had an influence on product attitude, which in turn affected purchase intention. However, patriotism and consumer ethnocentrism did not significantly affect country of origin image and product attitude. Furthermore, it indicated that the structural relationship among the suggested variables differed between those who perceived high the economic competition with China and those who did not.

Key Word : patriotism, consumer ethnocentrism, country of origin image, product attitude, purchase intention