The Role of Ethnocentrism in Higher Students Behavior to Consume： The Study of Made in China Fashion Product in Bandung  

作　　者：Zulganef Taufik Rachim 

机构地区：[1]University of Widyatama, Bandung, Indonesia

出　　处：《China-USA Business Review》2012年第7期1004-1016,共13页美中经济评论（英文版）

摘　　要：The purpose of this research is to study the ethnocentric tendency of consumer toward Chinese fashion product. This study shows that 53.2% students in Bandung had high ethnocentrism attitudes. The associations between ethnocentrism and the perception on quality fashion products made in China are negative. It means that the more ethnocentrism, the less quality of China products perceived by students. Meaning that invasion of Chinese products will not strongly affect the existence of Indonesian fashion. On the other hand, this research shows that besides ethnocentrism, price is still a major consideration in terms of buying fashion products made in China, since there is a positive relationship between perceptions of price and the intention to buy. This research also shows that nationalism has indirect influence （through ethnocentrism） on intention to buy, which means that nationalism should be elaborated into ethnocentrism firstly before turn into buying behavior. Based on this research, a university as a social agent of development institution could enhance this ethnocentric tendency through curriculum or programs, for example, makes an anthropology or nationalism subject in their curriculum as a requirement.

关 键 词：NATIONALISM consumer ethnocentric tendency ASEAN-China Free Trade Area （ACFTA） perceived onprice perceived on quality purchase intentions 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程] D562[政治法律—政治学]