Journal of East Asia Management

Institute of Management Research, Pusan National University (부산대학교 경영연구원)
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An Empirical Research on Cultural Identity and Purchase Intention of Foreign Goods

  • Yu, Shasha (Economic School, Anyang Normal University) ;
  • Liu, Xuefeng (Economic School, Anyang Normal University) ;
  • Wu, Linjia (Economic School, Anyang Normal University)
  • Received : 2020.12.07
  • Accepted : 2021.02.28
  • Published : 2021.02.28
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Abstract

Multinational enterprises have adopted the form of business to successfully operate globally, and the overseas project has brought huge cultural exchange and penetration. The cultural liberalization also has improved the manufactured goods production and effect the consumers' purchase intentions. In this paper we focused on the influence factors that effected the cultural output, by investigating the actual consume market, using Structure Equation model(SEM model) to test the relationships among cultural preferences and purchase intentions of foreign products. Also, we evaluated the consumers' ethnocentrism's influences on cultural identity with other nations' cultural background. Lastly, we concluded that cultural identity has influences and complicate individual thoughts and purchase actions, it provides significance of impact of nation's soft power and whole economic development, and ethnocentrism has no significant influences on consuming foreign manufacture goods.

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