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/).
Cite this article
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 -