Abstract This research use hypermarket as the stimulus to validate the construct consumer ethnocentrism. This article identifies theoretical antecedents of consumer ethnocentricity and the effect ethnocentricity has on attitudes toward domestic/ foreign hypermarket patronage. Hypotheses pertaining to the relationship between the identified antecedents and consumer ethnocentrism are developed based on an extensive review of the ethnocentrism. Also identified are factors moderating the effect of ethnocentricity on consumers' attitudes toward domestic/ foreign hypermarket patronage.
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Received: 05 June 2007
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Corresponding Authors:
chen zengxiang
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