Abstract:
This study aims to explore the effective factors in accepting foreign products in two Islamic countries, using ethnocentrism and animosity as the moderating variables. This study uses survey approach with descriptive methods. The survey conducted via an online website and interview. In Iran, 548 and in Turkey 225 respondents were selected who were all over-18.To analyze data, structural equation models including confirmatory factor analysis and path analysis were used, interpreted by AMOS software. The results showed that effective factors in accepting foreign products in different countries are different. In Iran, country- of-origin image toward Korea had more importance in evaluating foreign products than Turkey. Also, ethnocentrism was a moderating factor between country- of-origin image and attitudes toward foreign products. This shows that separate actions should be done for identifying effective factors and strategies for encouraging consumers to buy foreign products in both countries. In this way, regarding country-of-origin image, marketers can indirectly increase shopping intention among Iranian buyers.
Machine summary:
In 2009, Carter also cited these variables: country-of-origin image, consumer ethnocentrism, consumer animosity, product evaluation, and attitude towards foreign product, product price, specific product attributes, brand image, intention to buy, and perceived responsibility of helping to show the relationship between effective factors in purchasing foreign products.
Accordingly, this study aims to explore the relationship between main variables including country-of-origin image, consumer ethnocentrism, and consumer animosity toward foreign products on their purchasing behaviors.
Unlike ethnocentrism which evaluates consumers' beliefs in foreign products, animosity deals with his attitudes toward specific countries (Klein & Ettenson, 1999).
Several studies have examined country-of-origin image, the direct effect of product evaluation and attitude towards foreign products.
Increasing consumer ethnocentrism enhances the relationship of attitudes towards foreign products and country-of-origin image.
Despite Shimp and Sharma's study which measured consumer ethnocentrism, animosity model examined the adverse effect on shopping hostile country's products.
Increasing consumer animosity enhances the relationship of evaluating foreign products and country-of-origin-image.
In this study, 6 variables of product evaluation, shopping intention, attitude toward products, country-of-origin image, ethnocentrism, and consumer animosity were examined.
According to the mentioned approach, the moderating effect of consumer animosity on the relationship between country-of-origin image and product evaluation H0 is not confirmed for their insignificant X2.
According to the significance of X2 results for moderating effect of animosity on the relationship between consumer attitudes and product evaluation in Iran, this hypothesis is confirmed.
According to the insignificance of X2, the moderating effect of ethnocentrism on the relationship between product evaluation and country-of-origin image in Iran is not confirmed for their insignificant X2.