Thái độ thù địch của người tiêu dùng, khó khăn kinh tế và ảnh hưởng chuẩn mực
Tóm tắt
Bài báo này nhằm xem xét khái niệm "thái độ thù địch của người tiêu dùng", mô hình hóa các yếu tố tiên đề của nó và đánh giá ảnh hưởng của nó đến ý định mua sắm.
Những bảng hỏi khảo sát đã được phân phát cho một mẫu học sinh; mỗi học sinh lựa chọn một thành viên trưởng thành trong hộ gia đình của mình để hoàn thiện và gửi lại. Tỉ lệ thu hồi đạt 70% với 456 bảng hỏi có thể sử dụng, dữ liệu từ đó đã được phân tích bằng phần mềm mô hình phương trình cấu trúc LISREL.
Kết quả cho thấy sự khó khăn kinh tế cá nhân cảm nhận được và ảnh hưởng chuẩn mực của các thành viên trong nhóm tham khảo của người tiêu dùng có tác động tích cực đến hiện tượng thái độ thù địch của người tiêu dùng, điều này lại ảnh hưởng tiêu cực đến ý định mua sắm của người tiêu dùng tại Đài Loan đối với các sản phẩm có nguồn gốc từ Trung Quốc đại lục và Nhật Bản. Trái ngược với các nghiên cứu trước đây, thái độ thù địch của người tiêu dùng được phát hiện phụ thuộc vào đánh giá chất lượng sản phẩm.
Mô hình nghiên cứu được xây dựng từ dữ liệu thu thập bằng phương pháp không xác suất trong một quốc gia duy nhất. Không có bằng chứng về thiên lệch mẫu, nhưng các nghiên cứu trong tương lai sẽ được lợi từ việc bao gồm nhiều biến độc lập hơn và một phạm vi địa lý rộng hơn.
Các phát hiện chứa nhiều bài học thực tiễn cho những người lập kế hoạch chiến lược marketing xuất khẩu.
Hai lý thuyết hiện có về hành vi xã hội được tích hợp với khái niệm thái độ thù địch của người tiêu dùng để giải thích sự lựa chọn tiêu dùng trong bối cảnh quốc tế.
Từ khóa
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