Study on the Correlation between Consumer Ethnocentrism and Demographic Factors in China

DOI

10.2991/lemcs-14.2014.186How to use a DOI?

Keywords

consumer ethnocentrism; demographic factors; CETSCALE; rural samples; market segmentation

Abstract

Many scholars examined CE measured with CESCALE among different countries and their antecedents and consequences, but the prior researches neglected the people living in countryside which restricted applicability of their research findings. This paper focuses on researching the correlation between consumer ethnocentrism level of Chinese people and the demographic segmentation variables adopting samples from the whole Shandong province including the people living in cities and countryside. The paper put forward five hypotheses and tested them accordingly. Two independent samples test and One-way ANOVA technique were applied. Hypothesis1 tested the reliability and validity of CESCALE and found it was valid and reliable to use the CETSCALE to make further analysis. Hypothesis2 through Hypothesis5 tested the correlations between consumer ethnocentrism and gender, age, income and educational level respectively and the findings revealed that gender and income had no correlation with CE, age had positive correlation with CE and educational level had negative correlation with CE in China. But on the variables of age and educational level, the people in some groups did have differences, but the differences were not significant. International marketers should be cautious on deciding segmentation variables and application of these variables.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Hongxia Sui
PY  - 2014/05
DA  - 2014/05
TI  - Study on the Correlation between Consumer Ethnocentrism and Demographic Factors in China
BT  - Proceedings of the International Conference on Logistics, Engineering, Management and Computer Science
PB  - Atlantis Press
SP  - 818
EP  - 822
SN  - 1951-6851
UR  - https://doi.org/10.2991/lemcs-14.2014.186
DO  - 10.2991/lemcs-14.2014.186
ID  - Sui2014/05
ER  -