西南交通大学学报

第 55 卷 第 4 期 Vol. 55 No. 4
JOURNAL OF SOUTHWEST JIAOTONG UNIVERSITY Aug. 2020
2020 年 8 月

ISSN: 0258-2724 DOI：10.35741/issn.0258-2724.55.4.39

Research Article
Social Sciences

CONSUMER SENTIMENTS: A MISSING LINK BETWEEN PERSONALITY

TRAITS AND PURCHASE INTENTION TOWARD FOREIGN
PRODUCTSAN EMPIRICAL STUDY ON YOUNG VIETNAMESE
CONSUMERS
消费者情感：人格特质与购买外国产品的意愿之间的联系缺失
Thai-Ngoc Phama,b,c , Nhu-Ty Nguyena,b *
a
International University, Chi Minh City, Vietnam
b
Vietnam National University, Ho Chi Minh City, Vietnam
c
Ton DucThang University, Ho Chi Minh City, Vietnam
*
Corresponding author: Nhu-Ty Nguyen, email: nhutynguyen@hcmiu.edu.vn; nhutynguyen@gmail.com

Received: April 24, 2020 ▪ Review: June 18, 2020 ▪ Accepted: July 25, 2020

This article is an open access article distributed under the terms and conditions of the Creative Commons
Attribution License (http://creativecommons.org/licenses/by/4.0)

Abstract
The purpose of this research is to examine the influence of consumer sentiments on purchase intention
toward foreign products and to determine which personality traits are responsible for the formation of
consumer sentiments. In this study, we employed Structural Equation Modeling to test the research model
using data collected from a survey of 400 young Vietnamese consumers in Ho Chi Minh City. The results
provide empirical evidence of the positive impact of consumer cosmopolitanism and xenocentrism on
consumers’ purchase intention toward foreign products. Furthermore, through this study, we indicated
that certain personality traits shape consumer sentiments. Generally speaking, in the context of foreign
consumption, there is an enhanced link between personality traits and purchase intention via the
mediating role of consumer sentiments. Theoretical and managerial implications are also discussed.

Keywords: personality traits, consumer cosmopolitanism, consumer ethnocentrism, consumer xenocentrism,

purchase intention

摘要: 这项研究的目的是检验消费者情绪对购买外国产品的意愿的影响，并确定哪些人格特质构
成了消费者情绪的形成。在这项研究中，我们使用结构方程建模法，使用从对胡志明市 400 名越
南年轻消费者的调查中收集的数据来检验研究模型。结果提供了经验证据，证明了世界主义和异
域消费主义对消费者购买外国产品的意愿产生了积极影响。此外，通过这项研究，我们表明某些
人格特质塑造了消费者的情绪。一般而言，在外国消费的背景下，人格特质与购买意愿之间的联
系通过消费者情绪的中介作用而增强。理论和管理意义也进行了讨论。
关键词: 人格特质消费者世界主义消费者民族中心主义消费者异国主义购买意向
 2 Pham and Nguyen / Journal of Southwest Jiaotong University/ Vol.55 No.4 Aug. 2020

I. INTRODUCTION strategy in Vietnam, in addition to helping

Although globalization is widespread across academics complete consumer behavior theories
industries and nations, it does not necessarily surrounding globalization in developing countries.
follow that consumers worldwide are globalizing
at the same pace [1]. It seems apparent that II. LITERATURE REVIEW
differences persist across consumers’ groups in A. Research Model
different markets and that these variations will In this study, the conceptual model derives from
impact firms’ operations and marketing strategies. the Theory of Planned Behaviour (TPB) [12] and
As firms are more dependent on overseas markets, the publications on individual traits and
identifying consumer segments and targeting consumer sentiments toward a nation [13], [14].
those segments are challenging tasks, but a Given that TPB is well known for explaining and
“must” for international marketers [2]. Marketing predicting human behavior, [15] suggested that
wisdom recommends that companies should additional variables should be proposed and
focus their international segmentation approaches added with caution, after careful deliberation. A
on consumer characteristics rather than country lack of studies accounting personality
characteristics because successful strategy lies in determinants in using the TPB model was noted
effectively matching product attributes to in [16]. Based on the existing empirical work
consumer attitudes, values, and lifestyles [3], [4]. outlined above and the recommendations in the
Although exploring consumer purchase intention literature, in Figure 1, the study’s conceptual
is not new to global academics, the topic still model shows the consumer sentiments toward
receives considerable attention from multi- foreign nations (e.g., consumer ethnocentrism,
national corporations operating in the Vietnamese consumer cosmopolitanism, and consumer
market [5]. This phenomenon is even more xenocentrism) as the pivotal point in the
prominent in the young consumer segment relationship between consumer personalities (e.g.,
because the improved purchasing power makes it patriotism, world-mindedness, and materialism)
a very promising market for companies looking and their purchase intention toward foreign
for growth beyond their boundaries [6]. products. This study’s investigation aims to
Consumer sentiments, which describe enrich the international marketing literature on
tendencies a consumer might develop toward out- the consumer evaluation of foreign products
group anchoring from ethnocentrism (favoring among young Vietnamese.
domestic products), cosmopolitanism (favoring
products on merit), and xenocentrism (favoring
foreign products), which have been determined as
powerful segments for companies seeking to
target international consumer markets [4], [7].
Exploring which segments stand behind
sentiments is among the top concerns of
companies when devising strategies targeting
different segments in foreign markets [8]. For a
long time, personality traits have been suggested
as key predictors of consumer attitudes, beliefs,
and behaviors [9], [10]; however, existing studies
in this field remain scarce [11]. Limitations on Figure 1. Conceptual research model
applied practices have been traced from the
deficiencies in the existing theories. B. Theoretical Background and Hypothesis
Despite the fact that there are numerous Development
authors conducting empirical studies on 1) Consumer Behavior
heightening consumer behaviors in the context of Purchase Intention: [17] defines intention as the
Vietnam, there is still a limited number of studies willingness stored in human memory that will
focusing on unfolding the role of psychological lead to an action in perfect time. Intention is
factors. Therefore, this study fills the stated gap argued as a form of motivation that positively
by adapting an integrative research model that affects behavior. In other means, the higher the
could examine the influence of consumer intention, the higher the motivation to perform
sentiments and personality traits on purchase that intention; however, the magnitude will
intention toward foreign products in the young decrease if there is a longer time between
segment. The findings of this study will help intention and action.
practitioners build a more appropriate marketing
 3

2) Consumer Sentiments empirically confirmed in various studies [26],

Consumer Ethnocentrism: the concept was [27], [28]. Thus, in emerging markets like
first introduced in [18] as a “unique economic Vietnam, we propose:
form of ethnocentrism that captures consumers’ H1b: Consumer Cosmopolitanism positively
beliefs about the appropriateness and morality of influences Purchase Intention toward foreign
purchasing foreign-made products.” Specific products.
characteristics of an ethnocentric consumer Consumer Xenocentrism: Xenocentrism is also
agreed among previous authors would include: mentioned in [25] which implies a biased
(1) a love and concern for his/her own country view…: “One who is ethnocentric sees virtues
and a fear of losing control of the economic where none exist; one who is xenocentric sees
interest; (2) an intention or willingness not to faults where none exist.” Consumer xenocentrism
purchase foreign products. Highly ethnocentric is defined as a “consumer's internalized belief of
consumers found that the purchase of foreign the inferiority of domestic products and a
products is a nationalistic issue, which comprises corresponding propensity to prefer foreign
both economic threats and moral issues [13], [19]. products for social aggrandizement purposes”
Hence, ethnocentric consumers feel immoral, [20]. Xenocentric consumers are those take out-
unethical, and inappropriate when purchasing group as their central reference in judging
imported products due to nationalistic reasons. products. As a result, they often react more
Hence, the involvement of cultural menace favorably to foreign products rather than
causes the proclivity for consumers to select domestic ones [14], [29]. Consumer
domestic products over foreign ones [1], [13], xenocentrism is suggested indeed capable of
[20]. Consumer ethnocentrism has been explaining negative preferences for domestic
confirmed as a consistent determinant of products (in case of ingroup derogation) as well
local/non-local product purchase intention in as positive preferences for foreign products (in
multiple contexts, such as Vietnam [5], Croatia case of outgroup favoritism) [30], [31]. Thus, in
[21], Malaysia [22], etc. However, the influence the context of Vietnam, we propose:
of consumer ethnocentrism on purchase intention H1c: Consumer Xenocentrism positively
toward foreign products has been a source of influences Purchase Intention toward foreign
controversy among authors. For instance, in a products.
study by [23], the researchers found support for Consumer personality traits
this relationship, while in [24], the researchers Patriotism: as defined in [19], patriotism
did not find any evidence of that relationship. represents love and devotion to one's country.
However, since higher ethnocentrism in This phenomenon is characterized in [32] as
consumers causes them to prefer domestic having no corresponding hostility towards other
products over foreign ones, in this study, we nations. Because patriotic people do care about
propose that: their country, they will act to favor their country,
H1a: Consumer Ethnocentrism negatively even in consumption context [33]. Patriotic
influences Purchase Intention toward foreign consumers have tendency to purchase domestic
products. products rather than foreign ones in order to be
Consumer Cosmopolitanism: It was first noted consistent with their positive preference for
in [25] that a cosmopolitan consumer could be country-land [1], [13]. Literature has confirmed
neither biased toward their own group, nor biased that patriotism is one of among human traits that
toward another (foreign) group, but instead, will form positive sentiments in consumer toward
evaluate all groups based on their merits. their nations and this relationship have been
According to [4], a cosmopolitan orientation is empirically tested in multiple contexts such as:
characterized by multiple (local and foreign) Czech Republic and Turkey markets [20]; French
loyalties rather than just a single loyalty, such as consumers [34]; American students [35]; Indian
ethnocentric orientation or xenocentric consumers [36]; South Africa consumers both
orientation. Given the fact that cosmopolitans black and white [37]. Thus, we propose:
evaluate products based on its merit rather than H2a: Patriotism positively influences Consumer
its origin, they perceived themselves as more Ethnocentrism.
global citizens rather than national citizens, and Consumers with a high level of patriotism, or
so they likely response more favorably to foreign ethnocentric consumers, will avoid purchasing
products [1]. The attitude even more prominent foreign products when possible [1]. On the other
in developing countries since imported products hand, xenocentric consumers will conspicuously
are perceived as more qualified than domestic opt for foreign brands across diverse product
ones [7], [14], and this conclusion has been categories [14]. Well-known researchers in this
 4 Pham et al. / Journal of Southwest Jiaotong University/ Vol.55 No.4_Aug. 2020

field have suggested that there is a negative positioning (GCCP) while negatively related to
relationship between patriotic trait and consumer local consumer culture positioning (LCCP). Thus,
xenocentrism [14], [20], [29]. Thus, we propose: we propose:
H2b: Patriotism negatively influences H3a: World-mindedness negatively influences
Consumer Xenocentrism. Consumer Ethnocentrism.
It has been suggested that patriotism is a human H3b: World-mindedness positively influences
trait that directly influences consumer purchase Consumer Xenocentrism.
intention and actual purchase behavior toward A great deal of research has confirmed that there
domestic products. This relationship has been is a positive relationship between world-
confirmed in cross-country studies involving mindedness and consumer cosmopolitanism [1],
consumers in Saudi Arabia [38], Malaysia [39], [4]. World-mindedness is a personality trait that
[40], and India [41]. Hence, it has been argued generates a person’s worldview regarding
that patriotism has a negative influence on problems of humanity, and, because of that,
purchase intention and actual purchase of foreign researchers have argued that world-mindedness
products [14]. This has also been found to be true contributes significantly to consumer
with Hong Kong consumers [42] and American cosmopolitanism. The role of world-mindedness
consumers [43]. Thus, we propose as a main antecedent in this formation has been
H2c: Patriotism negatively influences Purchase empirically found in previous studies [47], [48].
Intention toward foreign products. Thus, we propose:
World-mindedness: This has been defined as a H3c: World-mindedness positively influences
“world-view of the problems of humanity” [13]. Consumer Cosmopolitanism.
More specifically, if cultural openness describes World-mindedness has long been suggested as a
the chances of one benefiting from exposure and key personality trait that positively impacts a
interaction with other “out-groups,” world- consumer’s willingness to buy foreign products
mindedness is a “state of mind” where [49]. Later, studies of the Netherlands market
“consumers use humankind as their fundamental empirically confirmed the contribution of world-
reference group instead of their own mindedness on purchase intention toward non-
nationalities” [44]. That means that consumers local products [47]. Thus, we propose:
might exhibit world-mindedness even if they had H3d: World-mindedness positively influences
not been in touch with foreigners or traveled Purchase Intention toward foreign products.
abroad. Materialism is defined as a personality trait
World-minded consumers often evaluate which regards possessions as symbols of success,
products based on merit instead of origin due to where possessions occupy a central part of life
their mankind reference [38]. They often evaluate [50]. As a result, people who constitute
products based on merit instead of origin [29]. materialism also mean holding the belief that
Others have argued that world-mindedness is a more possessions lead to more happiness.
personality trait accounting for the formation of Materialistic people believe that the centrality
consumer sentiments toward a nation, which will part in one’s life is possessiveness, and even in
be impacted differently by ethnocentrism and the most extent, they use possessions as ways to
xenocentrism depending on the degree of infer success toward others [1].
development of the consumer’s nation [13]. In For long, the research of materialism is
developing or emerging countries, which are the prominent to explain consumer sentiments
subjects of this study, consumers tend to respond toward globalization [1] and empirically, many
favorably to products from developed nations theorists have attached global culture to
since they perceive these products as more materialism [51], [52]. Materialism is associated
qualified [4]. Hence, consumers with a higher with possessions achievements as life’s
level of world-mindedness would probably satisfaction and happiness, and hence this
express higher consumer xenocentrism and lower personality trait is solely depended on
consumer ethnocentrism. The negative individual’s belief about which possession is
relationship between world-mindedness and life’s achievement. There is inconsistent among
consumer ethnocentrism was empirically verified studies regarding relationship between
in Jordanian consumers [45] and other research materialism and consumer sentiments in different
found a positive relationship between world- contexts. Materialism positively influences
mindedness and xenocentrism [46]. Another consumer ethnocentrism [13], which is
study [47] posited that world-mindedness was compatible with [53] studying on four developed
positively related to foreign consumer culture countries, including: the U.S., Mexico, France,
positioning (FCCP) and global consumer culture and Australia. Reliance on three dimensions is
 5

made in [13], (e.g.: possessiveness, non- versions [67]. Other demographic questions (e.g.:
generosity and envy). It is suggested in [54] to age, gender, education level, etc.,) also included
argue for the association between materialism in the survey. Pilot study with 20 respondents
and consumer ethnocentrism. However, on the was conducted to minimize any error or
other hand, the positive relationship between misunderstanding may occur before widely
global culture and materialism in the context of contributed. Structural Equation Modeling (SEM)
developing countries has been found in various was performed followed two-stage process
studies [55] as well as negative or in-significant suggested by [68] using AMOS 20 software. At
relationship between materialism and local or first, the research model was assessed to ensure
national consumer culture [56]. It is argued that the reliability and validity test through
the correlation between materialism and Exploratory Factoring Analysis (EFA) and
consumer] sentiments depended on which Confirmatory Factoring Analysis (CFA) tests.
cultures (global or local) have been attached with Then, model fit criteria recommended by [69].
status on consumers’ perception in examined were applied for both measurement and structural
markets [14]. In developing and emerging model in SEM test.
countries, cosmopolitan and xenocentric
consumers are less national and more global, and IV. RESULTS AND DISCUSSION
would probably response proactively to global or A. Description of the Research Sample
foreign products [1], [14]. Thus, as this study Data was collected by quota convenience
takes place in Vietnam context, we propose: sampling, in which respondent must be satisfied
H4a: Materialism negatively influences three criteria, included: (1) students in
Consumer Ethnocentrism. colleges/universities; (2) having experience in
H4b: Materialism positively influences buying foreign products before; and (3) living
Consumer Cosmopolitanism. and working in Ho Chi Minh City. There were
H4c: Materialism positively influences 700 surveys distributed, but the usable ones were
Consumer Xenocentrism. only 400, achieved the response rate at 57%.
Materialism has been pointed out as a crucial
personality for arguing various purchase intention Table 1.
attached with value and status [57]. Previous Sample description
N=400 N %
empirical researches have been confirmed for the
Male 129 32.2
significant relationship between materialism and Gender
Female 264 66
material buying, such as: foreign apparel LGBT 7 1.8
products [58], [59]; splurge consumption [60]; Age From 18 to 30 400 100
luxury items purchase [61], [62]; conspicuous Marital status
Single 380 95
consumption [63]; online fashion consumption Married 20 5
Vocational training 8 2
[64]; and counterfeit products [65], [66]. Thus, Education level
College/ University 392 98
we propose: Dependent 339 84.8
H4d: Materialism positively influences Income
Independent 61 15.2
Purchase Intention toward foreign products.
Initially, Cronbach’s Alpha was assessed to
III. METHODOLOGY OF THE examine the internal consistency of items in
RESEARCH measurement scales. The recommended cut-off
This study has been approached by value is 0.7 but larger 0.6 is still accepted [69].
quantitative research methodology. After Given a large sample has been collected, it is
hypotheses have been developed from literature possible to conduct both EFA and CFA tests [68].
review, questionnaire will be designed to collect The data set was split into two equal data sets
data for analysis. Reflective measurement scales (n1=200 and n2=200) used for each test, as
were adapted to conceptualize constructs in the suggested by [68], to examine the validity. An
study. Applied scales were selected and filtered EFA was conducted to determine the underlying
to get the most appropriate ones for Vietnam structure among the variables in the analysis. The
context. Each variable in all constructs was research result achieved accepted recommended
measured by Likert scale, anchor from 1 criteria: (1) KMO = 0.795 (>0.5); (2) Total
classified as strongly disagree to 5 classified as variance explained = 50.529 (>50); (3) Variables
strongly agree. The questionnaire was originally that cross-load and load less than 0.3 will be
in English, translated into Vietnamese, then back- excluded.
translated into English by two native researchers A CFA was conducted to examine
Vietnamese to ensure the validity between two measurement model with six constructs identified
 6 Pham et al. / Journal of Southwest Jiaotong University/ Vol.55 No.4_Aug. 2020

by the EFA. Two items from World-mindedness I prefer to buy foreign made products. .783
and Consumer Cosmopolitanism have been All other things being equal, I prefer to
.686
buy foreign products.
excluded for unsatisfying standardized regression I find that I enjoy using foreign made
weight [68]. The CFA result suggested the .807
products more than local.
measurement model for Vietnamese students’ I get a better feeling from buying a
.812
respondents received accepted model fit: χ2[413] foreign made product than local.
= 785.568 (p <.001), χ2/df=1.902 (good), Purchase Intention toward foreign products (α=.879,
CR=.889, AVE=.669)
CFI=0.872 (permissible), GFI=0.808, AGFI=0.77,
I would feel guilty if I bought a
RMSEA=0.067 (moderate) [68]. All factor .660
Vietnamese product.
loadings were sufficient (>0.5) and significant I would never buy a Vietnamese product. .833
(p<0.001). Average Variance Extracted (AVE) is Whenever available, I would prefer to
.907
higher than 0.5 but still accept less than 0.5 if buy products made in Vietnam.
Composite Reliability (CR) is higher than 0.6, the I do not like the idea of owning
.851
Vietnamese products.
convergent validity of the construct is still
adequate [70]. Discriminate validity of the
The recommended fit indicated that the structural
constructs was supported.
model in SEM test was accepted [68]: χ2[420] =
Table 2. 904.691 (p <.001), χ2/df=2.154 (good),
Summary construct measurements CFI=0.907 (traditional), GFI=0.872,
Standardized AGFI=0.849 (accepted), RMSEA=0.054
Latent variables and Observed
Factor (moderate), SRMR=0.06 (accepted).
Indicators
loading
Patriotism (α=.903, CR=.911, AVE=.632) B. The Results of the Test Hypotheses
I love my country. .782 Table 3.
I am proud to be my country citizen .839 The Results of the Test Hypotheses
I feel a great pride in that land. .807 Standardized p-
Relationship Coefficient value
It is not that important for me to serve my H1b: COS positively  PI .249 ***
.770
country.
H1c: XEN positively PI .423 ***
When I see my country’s flag flying I feel
.783 H2a: Patriotism positivelyCET .55 ***
great.
H2b: Patriotism negativelyXEN -.187 ***
When I hear anthem singing I feel great. .786
H3c: Worldminded-ness positively COS .277 ***
Worldminded-ness (α=.644, CR=.65, AVE=.4)
There should be replaced by one central
.689 H4c: Materialism positively XEN .46 ***
government.
Should be global citizen than one. .762 ***: p<0.001
Immigration should be controlled by an The research has achieved stated objectives
.379
international organization in: (1) determine the antecedent’s role of human
Materialism (α=.739, CR=.759, AVE=.354) personality traits in the formation of consumer
I like a lot of luxury in my life. .531
Buying things gives me lots of pleasure. .633 sentiments toward a nation (2) estimate the
Life would be better if I owned certain influence level of positive and negative
.645
things I don’t have. sentiments of Vietnamese young city consumer
I admire people who own expensive
.639 on purchase intention toward foreign products.
possession. This research has confirmed the positive
I’d be happier if I could afford more
things.
.713 relationship between consumer cosmopolitanism
I like to impress people .334 and consumer xenocentrism with purchase
Consumer Ethnocentrism (α=.813, CR=.831, AVE=.502) intention toward foreign products. Cosmopolitans
Should buy Vietnamese products to
.710
are perceived to be more international and likely
promote local economy to attach with international values. Thus,
Should only import products that can not
.545 cosmopolitans are favorably responsive with
produce in Vietnam
Buying local products contributes to global consumer products and tend to have higher
.636 intention in purchasing foreign products.
maintain local employment
Should place priority on buying
.901
Moreover, consumers who constitute out-group
Vietnamese products reference like xenocentric ones will definitely
It is better to buy Vietnamese products .702 show favorable feeling toward purchase non-
Consumer Cosmopolitanism (α=, CR=.756, AVE=.513)
I satisfy my curiosity by purchasing
local products. Nonetheless, this research has not
.815 found any significant effect of consumer
products from that culture.
I like to buy products that not typically ethnocentrism on purchase intention toward
.564
available in Vietnam. foreign products even negative magnitude. This
I enjoy getting a taste of other cultures by implies the reality that consumer ethnocentrism is
.747
purchasing foreign
Consumer Xenocentrism (α=.726, CR=.856, AVE=.599)
a reliable predictor for the acceptance of local
 7

product but not a consistent predictor for the consumer xenocentrism and this attitude is
rejection of foreign ones. Therefore, this study confirmed to have positive impact on purchase
has raised an important recommendation for intention toward foreign products. Thus, foreign
multinational companies (MNCs) in their companies could not ignore patriotism as before
strategies emphasizing on ethnocentric since higher consumer xenocentrism will be
consumption in Vietnamese young market beneficial for foreign products while the level of
because this sentiment does not directly influence consumer xenocentrism is dependent on the
on consumer purchase intention toward foreign inverse magnitude of patriotism. Higher
products. The findings once again are in line with patriotism could lead to higher consumer
previous international marketing literature ethnocentrism but lower consumer xenocentrism;
regarding the role of consumer sentiments thus, this personality trait should be applied
towards nations in predicting consumer behavior. carefully by foreign companies because higher
Although previous researches have suggested one could not support for purchase intention
that personality shape consumer sentiment, no toward foreign products while effort in lowering
attempt has so far been made to simultaneously this characteristic could lead to the opponent of
examine the role of specific trait on different target markets.
sentiments. This study clearly indicates that World-mindedness in this research has only
certain personality traits work as antecedents on positively impact on consumer cosmopolitanism.
the formation of positive and negative sentiments This result is confirmed in across previous
in Vietnamese young market. Hence, managers studies [44], [47], [48]. However, this study has
should also take into consideration target not found the relationship between world-
audience’s personality traits when devising mindedness and consumer ethnocentrism like
strategies for promotional advertisings. what has been found in [44] and suggested in
Patriotism has been found in this study as [13]. World-mindedness does not contribute to
main driver of consumer ethnocentrism, and this the formation of consumer ethnocentrism of
finding is compatible with previous authors [13], Vietnamese young consumers and this conclusion
[35], [39]. Patriotic consumers do put a great care is, on the other hand, compatible with [32]. In
for their nations and thus would be proud of addition, this characteristic has been also
being their citizens and likely take their country insignificant influence consumer xenocentrism,
as main preferences when evaluating products. given the fact that xenocentric consumers tend to
This preference helps to contribute for the favor out-group and support for purchasing
formation of positive sentiment toward one’s foreign products. However, taken back to the
nation. The finding has confirmed that patriotism literature review, as argued in [13], a person
as an antecedent personality trait that account for could be world-minded but does not necessarily
consumer ethnocentrism in Vietnamese young interact with other cultures. World-mindedness is
market. Moreover, the authors also find out distinct from “cultural openness”, and thus a
patriotism has negative impact on consumer world-minded consumer often uses “mankind” to
xenocentrism, which means that the lower react with events but does not mean he/she takes
patriotism in an individual, the more likely he/she foreign factor as reference. This research has
will take other nations as their main preference supported for world-mindedness as another
when evaluating products or service rather than antecedent trait of consumer cosmopolitanism.
their own society. Patriotism also serves as main The study suggests for foreign firms emphasizing
personality trait that explains for consumer on world-mindedness personality if they would
xenocentrism in youth Vietnamese and this like to increase the tendency of cosmopolitanism
finding has been rarely mentioned in previous in Vietnamese young consumption. Managers
studies. should bear in mind that a consumer does not
However, consumer ethnocentrism has been need to interact with foreign countries but still
found not having any influence on purchase express positive attitude toward non-local
intention toward foreign products. On this point, products and through the influence of world-
foreign companies could argue that they do not mindedness. This is a significant finding for
need to care about the level of consumer MNCs operating or intending to operate in
ethnocentrism in Vietnamese young consumers Vietnam. MNCs could use promotional strategies
since it does not relate to foreign products’ emphasizing world-mindedness in consumers to
purchase intention and thus those companies do increase levels of consumer cosmopolitanism,
not have to impact patriotism. However, the which would consequently impact their purchase
interesting point in this study is that patriotism intentions toward foreign products.
has been found having negative influence on
 8 Pham et al. / Journal of Southwest Jiaotong University/ Vol.55 No.4_Aug. 2020

Materialism is defined to the extent of how an intention toward foreign products. It suggests
individual’s personality is attached to possessions personality traits (e.g: patriotism, world-
as personal happiness and success. This research mindedness, and materialism) are prominent
has confirmed the positive relationship between antecedents of consumer ethnocentrism,
materialism and consumer xenocentrism but has cosmopolitanism, and xenocentrism. These
not confirmed the relationship between consumer consumer sentiments are confirmed as predictive
ethnocentrism and xenocentrism. This result factors of actual behavior, especially purchase
appears to be compatible with results from some intention. This research could help
authors and incompatible with others. For managers/practitioners understand which
example, materialism is confirmed to positively characteristics could lead to consumer sentiments
relate with consumer ethnocentrism [1], [13], as so that strategies could be leveraged to expand
well as consumer cosmopolitanism, but this their target consumer segments. It is also noted
research found no relationship. The results are that antecedent personality traits do not directly
different among authors and are explained by the influence consumers’ purchase intentions.
different attachment with status across markets. Therefore, these research findings are beneficial
In developing/emerging countries like Vietnam, for not only academics on providing additional
materialistic consumers have higher tendencies to empirical results in this field and setting up initial
view their home cultures as inferior and to have groundwork in emerging markets, but also for
positive biases with foreign countries [56]. To managers/practitioners operating in the Vietnam
these consumers, foreign products possess a market to strategically plan for their products.
higher status and quality. Thus, materialism is
confirmed as a personality trait of consumer REFERENCES
xenocentrism, in which consumers develop the [1] CLEVELAND, M., LAROCHE, M., &
sentiment to judge foreign products as more PAPADOPOULOS, N. (2009)
superior compared with local ones. The
Cosmopolitanism, consumer ethnocentrism,
managerial implication for foreign companies is
using promotional materials and advertisements and materialism: An eight-country study of
to increase xenocentrism, which will result in antecedents and outcomes. Journal of
higher foreign purchase intentions in young International marketing, 17(1), pp. 116-146,
Vietnamese consumers. doi:10.1509/jimk.17.1.116
Furthermore, this research has confirmed the [2] NGUYEN, N.T., TRAN, T.T.,
non-existence of a direct relationship between WANG, C.N., & NGUYEN, N.T. (2015)
patriotism, world-mindedness, and materialism Optimization of strategic alliances by
on purchase intention toward foreign products. integrating DEA and grey model. Journal of
Even so, the influence is found through the Grey System, 27(1), pp. 38-56.
mediation effect of consumer sentiments,
[3] NGUYEN, N.T., TRAN, T.T., &
especially cosmopolitanism and xenocentrism.
WANG, C.N. (2015) Management styles and
Unlike other previous studies’ [1], [44] findings
that consumers’ characteristics could have a organizational effectiveness in Vietnam: A
significant and direct impact on their purchase comparison in terms of management
intentions, this study found that consumer practices between state-owned and foreign
sentiments play a role in mediating the enterprises. Research in World Economy,
relationship between human personality traits and 6(1), pp. 85-98.
their purchase intentions. In other words, [4] RIEFLER, P.,
characteristics did not directly lead to the DIAMANTOPOULOS, A., & SIGUAW,
behavior but did lead to development of J.A. (2012) Cosmopolitan consumers as a
consumer sentiments. Therefore, MNCs could target group for segmentation. Journal of
aim to affect consumers’ sentiments to change International Business Studies, 43(3), pp.
their behaviors; they could leverage promotional
285-305, doi:10.1057/jibs.2011.51
strategies appealing to antecedent personality
traits. [5] WANG, C.N., NGUYEN, N.T., & TRAN,
T.T. (2014a) An empirical study of customer
IV. CONCLUSION satisfaction towards bank payment card
This research provides managerial service quality in Ho Chi Minh banking
implications for marketers, especially those branches. International Journal of Economics
working in MNCs/firms in the Vietnam market, and Finance, 6(5), pp. 170-181.
since it takes into consideration purchase
 9

[6] PLECHER, H. (2020) Vietnam: Springer, Cham, doi:10.1007/978-3-319-

Share in global gross domestic product 65091-3_6
(GDP) adjusted for Purchasing Power Parity [15] AJZEN, I. (2011) The theory of
(PPP) from 2014 to 2024. Statista, Available planned behaviour: reactions and reflections,
from: Psychology & Health, 26(9), pp. 1113-1127,
https://www.statista.com/statistics/444610/vi doi:10.1080/08870446.2011.613995
etnam-share-in-global-gdp-adjusted-for-ppp/ [16] VABØ, M., & HANSEN, H. (2016).
[7] CANNON, H.M., & YAPRAK, A. Purchase intentions for domestic food: a
(2002) Will the real-world citizen please moderated TPB-explanation. British Food
stand up! The many faces of cosmopolitan Journal, 118(10), pp. 2372-2387
consumer behavior. Journal of International doi:10.1108/bfj-01-2016-0044
Marketing, 10(4), pp. 30-52, [17] AJZEN, I. (2008) Consumer attitudes
doi:10.1509/jimk.10.4.30.19550 and behavior. Handbook of Consumer
[8] NGUYEN, N.T., & TRAN, T.T. Psychology, 1, pp. 525-548,
(2018a) A two-stage study of grey system doi:10.4324/9780203809570.ch20
theory and DEA in strategic alliance: An [18] SHIMP, T. A., & SHARMA, S.
application in Vietnamese fertilizing (1987) Consumer ethnocentrism:
industry. International Journal of Advanced construction and validation of the
and Applied Sciences, 5(9), pp. 73-81. CETSCALE. Journal of Marketing
[9] NGUYEN, N.T., & TRAN, T.T. Research, 24(3), pp. 280-289,
(2015) Mathematical development and doi:10.2307/3151638
evaluation of forecasting models for accuracy [19] SHARMA, S., SHIMP, T.A., &
of inflation in developing countries: a case of SHIN, J. (1994) Consumer ethnocentrism: A
Vietnam. Discrete Dynamics in Nature and test of antecedents and moderators. Journal
Society, Article ID 858157. of the Academy of Marketing Science, 23(1),
doi:10.1155/2015/858157 pp. 26-37, doi:10.1177/009207039523100
[10] THOMPSON, E.R., & [20] BALABANIS, G., &
PRENDERGAST, G.P. (2015) The influence DIAMANTOPOULOS, A. (2016) Consumer
of trait affect and the five-factor personality xenocentrism as determinant of foreign
model on impulse buying. Personality and product preference: A system justification
Individual Differences, 76, pp. 216-221, perspective. Journal of International
doi:10.1016/j.paid.2014.12.025 Marketing, 24(3), pp. 58-77,
[11] NGUYEN, N.T., & TRAN, T.T. doi:10.1509/jim.15.0138
(2018b) A Study of the Strategic Alliance for [21] MAKSAN, M. T., KOVAČIĆ, D., &
Vietnam Domestic Pharmaceutical Industry: CERJAK, M. (2019) The influence of
A Dynamic Integration of a Hybrid DEA and consumer ethnocentrism on purchase of
GM (1, 1) Approach. Journal of Grey domestic wine: Application of the extended
System, 30(4), pp. 134-151. theory of planned behaviour. Appetite, 142,
[12] AJZEN, I. (1991). The theory of Article ID 104393,
planned behavior. Organizational Behavior doi:10.1016/j.appet.2019.104393
and Human Decision Processes, 50(2), pp. [22] TABASSI, S., ESMAEILZADEH, P.,
179-211, doi:10.1016/0749-5978(91)90020-t & SAMBASIVAN, M. (2012) The role of
[13] SHANKARMAHESH, M.N. (2006) animosity, religiosity and ethnocentrism on
Consumer ethnocentrism: an integrative consumer purchase intention: A study in
review of its antecedents and consequences. Malaysia toward European brands. African
International Marketing Review, 23(2), pp. Journal of Business Management, 6(23), pp.
146-172. doi:10.1108/02651330610660065 6890-6902, doi:10.5897/ajbm11.2867
[14] RIEFLER, P. (2017) Positive and [23] NGUYEN, N.T., & TRAN, T.T. (2019a)
negative sentiments towards other nations. In Optimizing mathematical parameters of Grey
Cross Cultural Issues in Consumer Science system theory: an empirical forecasting case
and Consumer Psychology (pp. 89-109). of Vietnamese tourism. Neural Computing
and Applications, 31(2), pp. 1075-1089.
 10 Pham et al. / Journal of Southwest Jiaotong University/ Vol.55 No.4_Aug. 2020

[24] SUPPHELLEN, M., & Logistics, 28(1), pp. 73-91.

RITTENBURG, T.L. (2001) Consumer doi:10.1108/apjml-11-2014-0158
ethnocentrism when foreign products are [32] BALABANIS, G.,
better. Psychology & Marketing, 18(9), pp. DIAMANTOPOULOS, A., MUELLER,
907-927, doi:10.1002/mar.1035 R.D., & MELEWAR, T.C. (2001) The
[25] KENT, D.P., & BURNIGHT, R.G. impact of nationalism, patriotism and
(1951) Group centrism in complex societies. internationalism on consumer ethnocentric
American Journal of Sociology, 57(3), pp. tendencies. Journal of International Business
256-259, doi:10.1086/220943 Studies, 32(1), pp. 157-175,
[26] PARTS, O. (2013) The effects of doi:10.1057/palgrave.jibs.8490943
cosmopolitanism on consumer [33] GUROVA, O. (2019) Many faces of
ethnocentrism, brand origin identification patriotism: pariotic dispositif and creative
and foreign product purchases. International (counter-) conduct of Russian fashion
Journal of Business and Social Research, designers. Consumption Markets & Culture,
3(11), pp. 30-44, 1-25, doi:10.1080/10253866.2019.1674652
doi:10.15444/gmc2014.03.04.01 [34] WANG, L.W., TRAN, T.T., &
[27] SOUSA, A., NOBRE, H., & NGUYEN, N.T. (2014c) Analyzing factors
FARHANGMEHR, M. (2018) The influence to improve service quality of local specialties
of consumer cosmopolitanism and restaurants: A comparison with fast food
ethnocentrism tendencies on the purchase restaurants in southern Vietnam. Asian
and visit intentions towards a foreign Economic and Financial Review, 4(11),
country. International Journal of Digital 1592-1606.
Culture and Electronic Tourism, 2(3), pp. [35] VASSELLA, M.C., FOUNTAIN,
175-184, doi:10.1504/ijdcet.2018.090388 P.D. & FOUNTAIN, U.K. (2010) Consumer
[28] HAN, C.M., & WON, S.B. (2018) Ethnocentrism, Patriotism, Global Openness
Cross‐ country differences in consumer and Country of Origin Effect: A Proposed
cosmopolitanism and ethnocentrism: A Study. ASBBS Annual conference, 17(1), pp.
multilevel analysis with 21 countries. 868–882.
Journal of Consumer Behaviour, 17(1), e52- [36] JAIN, S.K., & JAIN, R. (2013)
e66, doi:10.1002/cb.1675 Consumer ethnocentrism and its antecedents:
[29] LAWRENCE, S.J. (2012) Consumer An exploratory study of consumers in India.
Xenocentrism and Consumer Asian Journal of Business Research, 3(1), pp.
Cosmopolitanism: The Development and 1-18, doi:10.14707/ajbr.130001
Validation of Scales of Constructs [37] NGUYEN, N. T., & TRAN, T. T.
Influencing Attitudes Towards Foreign (2017) A novel integration of DEA, GM (1,
Product Consumption. Wayne State 1) and neural network in strategic alliance for
University Dissertations. 606. Available the Indian electricity organizations. Journal
from: of Grey System, 29(2), pp. 80-101
https://digitalcommons.wayne.edu/oa_dissert [38] AL-EKAM, J.M.E., MAT, N.K., Saleh,
ations/606 S., et al. (2013) The Influence of Trust,
[30] DIAMANTOPOULOS, A., Advertising, Family on Intention and Actual
DAVYDOVA, O., & ARSLANAGIC- Purchase of Local Brand in Yemen.
KALAJDZIC, M. (2019) Modeling the role American Journal of Economics, Special
of consumer xenocentrism in impacting Issue, pp. 64-68,
preferences for domestic and foreign brands: doi:10.5923/j.economics.20120001.15
A mediation analysis. Journal of Business [39] WANG, L. W., TRAN, T.T., &
Research, 104, pp. 587-596, NGUYEN, N.T. (2015). An empirical study
doi:10.1016/j.jbusres.2018.12.007 of hybrid DEA and grey system theory on
[31] MUELLER, R.D., WANG, G.X., analyzing performance: a case from Indian
LIU, G., & CUI, C.C. (2015) Consumer mining industry. Journal of Applied
xenocentrism in China: an exploratory study. Mathematics, 2015, Article ID 395360,
Asia Pacific Journal of Marketing and doi:10.1155/2015/395360
 11

[40] NGUYEN, N. T., & TRAN, T. T. [48] WANG, C. N., NGUYEN, N. T., &
(2019b). Raising opportunities in strategic TRAN, T. T. (2015). Integrated DEA models
alliance by evaluating efficiency of logistics and grey system theory to evaluate past-to-
companies in Vietnam: a case of Cat Lai future performance: a case of Indian
Port. Neural Computing and electricity industry. The Scientific World
Applications, 31(11), pp. 7963-7974. Journal, 2015, Article ID 638710,
[41] WANG, C.N., NGUYEN, N.T., & doi:10.1155/2015/638710
TRAN, T.T. (2014b) The study of staff [49] CRAWFORD, J. C., & LAMB Jr, C.
satisfaction in consulting center system-A W. (1982) Effect of worldmindedness among
case study of job consulting centers in Ho professional buyers upon their willingness to
Chi Minh City, Vietnam. Asian Economic buy foreign products. Psychological Reports,
and Financial Review, 4(4), pp. 472-491. 50(3), pp. 859-862,
[42] IAN, Y.P. (2012) Interactive doi:10.2466/pr0.1982.50.3.859
relationship of Country-of-Assembly, [50] CHAN, K., & PRENDERGAST, G.
Consumer Product Involvement, and (2007) Materialism and social comparison
Consumer Patriotism on Product Evaluation among adolescents. Social Behavior and
and Purchase Intention among Hong Kong Personality: an International Journal, 35(2),
automobile owners. Doctoral dissertation, pp. 213-228, doi:10.2224/sbp.2007.35.2.213
Hong Kong Baptist University Hong Kong. [51] CLEVELAND, M., LAROCHE, M.,
[43] NGUYEN, N.T. (2019) Optimizing & PAPADOPOULOS, N. (2016) Global
Factors for Accuracy of Forecasting Models consumer culture and local identity as drivers
in Food Processing Industry: A Context of of materialism: an international study of
Cacao Manufacturers in Vietnam. Industrial convergence and divergence. In Looking
Engineering & Management Systems, 18(4), forward, looking back: drawing on the past
pp. 808-824. to shape the future of marketing (pp. 479-
[44] RAWWAS, M.Y., RAJENDRAN, 479). Springer, Cham, doi:10.1007/978-3-
K.N., & WUEHRER, G.A. (1996) The 319-24184-5_119
influence of worldmindedness and [52] GONZALEZ-FUENTES, M. (2019)
nationalism on consumer evaluation of Millennials’ national and global identities as
domestic and foreign products. International drivers of materialism and consumer
Marketing Review, 13(2), pp. 20-38. ethnocentrism. The Journal of Social
doi:10.1108/02651339610115746 Psychology, 159(2), pp. 170-189,
[45] AL GANIDEH, S. F., EL REFAE, doi:10.1080/00224545.2019.1570904
G., & AL OMARI, M. (2012) Antecedents to [53] CLARKE, I., SHANKARMAHESH,
consumer ethnocentrism: a fuzzy logic-based M.N., & FORD, J.B. (2000). Consumer
analysis study. Journal of Administrative ethnocentrism, materialism and values: a four
Sciences and Technology, 2012, 1-14, country study. In American Marketing
doi:10.5171/2012.693619 Association. Conference Proceedings (Vol.
[46] DOUGLAS, S. P., BECKMANN, 11, p. 102),
S.C., BOTSCHEN, G., BOTSCHEN, M., doi:10.1108/02651330610660065
FRIESE, S., & NIJSSEN, E. (2000) The [54] BELK, R.W. (1984) Three scales to
Worldminded Consumer: An Emic measure constructs related to materialism:
Exploration. Association for Consumer Reliability, validity, and relationships to
Research Proceedings, Salt Lake City. measures of happiness. ACR North American
[47] NIJSSEN, E. J., & DOUGLAS, S. P. Advances, 11(1), pp. 291-297.
(2011). Consumer world-mindedness and [55] PILIGRIMIENĖ, Ž., &
attitudes toward product positioning in KAZAKAUSKIENĖ, G. (2016) Relations
advertising: An examination of global versus Between Consumer Ethnocentrism,
foreign versus local positioning. Journal of Cosmopolitanism and Materialism:
International Marketing, 19(3), pp. 113-133, Lithuanian Consumer Profile. In Business
doi:10.1509/jimk.19.3.113 Challenges in the Changing Economic
 12 Pham et al. / Journal of Southwest Jiaotong University/ Vol.55 No.4_Aug. 2020

Landscape, 2, pp. 231-242. Springer, Cham, [64] MAINOLFI, G. (2019) Exploring

doi:10.1007/978-3-319-22593-7_16 materialistic bandwagon behaviour in online
[56] BEVAN-DYE, A.L., GARNETT, A., fashion consumption: A survey of Chinese
& DE KLERK, N. (2012) Materialism, status luxury consumers. Journal of Business
consumption and consumer ethnocentrism Research, 64, pp. 934-943.
amongst black generation Y students in doi:10.1016/j.jbusres.2019.11.038
South Africa, African Journal of Business [65] NGUYEN, N.T. (2020) Performance
Management, 6(16), pp. 5578-5586. evaluation in strategic alliances: A case of
doi:10.5897/ajbm11.1803 Vietnamese construction industry. Global
[57] DUAN, J., & DHOLAKIA, R.R. Journal of Flexible Systems Management,
(2018) How purchase type influences 21(1), pp. 85-99.
consumption-related posting behavior on [66] SINGH, L.R., & SAHNI, S.K. (2019)
social media: The moderating role of Materialism as Predictor of Purchase
materialism. Journal of Internet Commerce, Intention Towards Counterfeit Products: A
17(1), pp. 64-80, Conceptual Framework. IUP Journal of
doi:10.1080/15332861.2018.1424396 Management Research, 18(1), pp. 53-63.
[58] AHMED, N., KHATTAK, A.K., [67] SINAIKO, H.W., & BRISLIN, R.W.
IQBAL, N., FAROOQ, O., & IQBAL, J. (1973) Evaluating language translations:
(2014) Role of celebrity endorsement upon Experiments on three assessment methods.
consumer vanity with mediating role of Journal of Applied Psychology, 57(3), pp.
materialism: Evidence from business 328-334, doi:10.1037/h0034677
students of Pakistan. Journal of Business and [68] HAIR, J.F., BLACK, W.C., BABIN,
Management Research, 4, pp. 98-107. B.J., ANDERSON, R.E., & TATHAM, R.L.
[59] XU, Y. (2008) The influence of (2009) Análise multivariada de dados.
public self‐ consciousness and materialism Bookman Editora.
on young consumers’ compulsive buying. [69] HU, L.T., & BENTLER, P.M. (1999)
Young Consumers, 9(1), pp. 37-48. doi: Cutoff criteria for fit indexes in covariance
10.1108/17473610810857309 structure analysis: Conventional criteria
[60] FITZMAURICE, J. (2008) Splurge versus new alternatives. Structural equation
purchases and materialism. Journal of modeling: a multidisciplinary journal, 6(1),
Consumer Marketing, 25(6), pp. 332-338, pp. 1-55, doi:10.1080/10705519909540118
doi:10.1108/07363760810902468 [70] FARRELL, A.M. (2010) Insufficient
[61] KAMAL, S., CHU, S.C., & discriminant validity: A comment on Bove,
PEDRAM, M. (2013) Materialism, attitudes, Pervan, Beatty, and Shiu (2009). Journal of
and social media usage and their impact on Business Research, 63(3), pp. 324-327.
purchase intention of luxury fashion goods
among American and Arab young 参考文:
generations. Journal of Interactive
Advertising, 13(1), pp. 27-40, [1] CLEVELAND ， M. ， LAROCHE ， M.
doi:10.1080/15252019.2013.768052
和 PAPADOPOULOS，N.（2009）世界主
[62] SUN, G., D'ALESSANDRO, S., &
JOHNSON, L. (2014) Traditional culture, 义，消费者民族中心主义和唯物主义：一
political ideologies, materialism and luxury 项关于前因和结果的八国研究。国际市场
consumption in China. International Journal
of Consumer Studies, 38(6), pp. 578-585, 营销杂志，17（1），第 116-146 页，doi
doi:10.1111/ijcs.12117 ：10.1509/jimk.17.1.116
[63] PODOSHEN, J. S., LI, L., &
ZHANG, J. (2011) Materialism and [2] NGUYEN ， N.T. ， TRAN ， T.T. ， 和
conspicuous consumption in China: A WANG，C.N.（2015）通过整合 DEA 和
cross‐ cultural examination. International
journal of consumer studies, 35(1), pp. 17- 灰色模型优化战略联盟。 《灰色系统学报
25, doi:10.1111/j.1470-6431.2010.00930.x 》，27（1），第 38-56 页。
 13

[3] NGUYEN ， N.T. ， TRAN ， T.T. ， ＆ [10] THOMPSON, E.R. 和

WANG，C.N. （2015）越南的管理风格和 PRENDERGAST, G.P.。 （2015）特质影
组织有效性：国有企业与外国企业之间的 响和五因素人格模型对冲动购买的影响。
管理实践比较。 《世界经济研究》，6(1) 人格与个体差异，76，第 216-221 页，doi
，第 85-98 页。 ：10.1016/j.paid.2014.12.025
[4] RIEFLER ， P. ， DIAMANTOPOULOS [11] NGUYEN ， N.T. 和 TRAN ， T.T. （
，A.和 SIGUAW，J.A.。 （2012）大都会 2018）越南国内制药业战略联盟研究 ：
消费者作为细分的目标群体。国际商业研 DEA 和 GM 混合动力整合的动态整合（1
究杂志，43（3），第 285-305 页，doi： ，1）方法。 《灰色系统学报》，30（4）
10.1057/jibs.2011.51 ，第 134-151 页。
[5] WANG ， C.N. ， NGUYEN ， N.T. 和
[12] AJZEN，I。（1991) 计划行为理论。
TRAN，T.T.（2014）对胡志明银行分行
组织行为与人类决策过程，50（2），第
客户对银行支付卡服务质量的满意度的实
179-211 页，doi：10.1016/0749-5978（91
证研究。国际经济与金融杂志，6（5），
）90020-t
第 170-181 页。
[13] SHANKARMAHESH M.N. （ 2006 ）
[6] PLECHER，H.（2020）越南：2014 年
消费者民族中心主义：其前因和后果的综
至 2024 年经购买力平价（PPP）调整后的
合 综 述 。 国 际 营 销 评 论 ， 23 （ 2 ） ， 第
全球国内生产总值（GDP）份额。Statista
146-172 页 。 doi ：
， 网 址 ： 10.1108/02651330610660065
https://www.statista.com/statistics/444610/vi [14] RIEFLER，P.（2017）对其他国家的
etnam-share-in-global-gdp-adjusted-for-ppp/
正面和负面情绪。 《消费者科学和消费者
[7] CANNON, H.M., 和 YAPRAK, A. 2002
心理学中的跨文化问题》（第 89-109 页）
）请现实世界中的公民站起来！大都会消
。施普林格，湛，doi：10.1007/978-3-319-
费者行为的众多面孔。国际市场营销杂志
65091-3_6
， 10 （ 4 ） ， 第 30-52 页 ， doi ：
[15] AJZEN，I。（2011）有计划的行为理
10.1509/jimk.10.4.30.19550
论：反应与反思，《心理与健康》，26(9)
[8] NGUYEN，N.T.和 TRAN，T.T.（2018
， 第 1113-1127 页 ， doi ：
）灰色系统理论和 DEA 在战略联盟中的
10.1080/08870446.2011.613995
两阶段研究：在越南施肥工业中的应用。
[16] VABØ，M.和 HANSEN，H.（2016）
国际先进与应用科学杂志，5（9），第
。购买家用食品的意图：缓和的 TPB 解释
73-81 页。
。英国食品杂志，118（10），第 2372-
[9] NGUYEN，N.T.和 TRAN，T.T.（2015
2387 页, doi：10.1108/bfj-01-2016-0044
）发展中国家通货膨胀准确性的数学模型
[17] AJZEN，I。（2008）消费者的态度和
开发和预测模型评估：越南。 《自然与社
行为。 《消费者心理学手册》，1，第
会的离散动力学》，条款 ID858157。doi
525-548 页 ， doi ：
：10.1155/2015/858157 10.4324/9780203809570.ch20
 14 Pham et al. / Journal of Southwest Jiaotong University/ Vol.55 No.4_Aug. 2020

[18] SHIMP ， T. A. 和 SHARMA ， S. （ [25] KENT, D.P., & BURNIGHT, R.G. （

1987）消费者民族中心主义：CETSCALE 1951）复杂社会中的群体中心主义。美国
的构建和验证。市场研究杂志，24（3） 社会学杂志，57（3），第 256-259 页，
，第 280-289 页，doi：10.2307/3151638 doi：10.1086/220943
[19] SHARMA ， S. ， SHIMP ， T.A. 和 [26] PARTS，O.（2013）世界主义对消费
SHIN，J.（1994）消费者民族中心主义： 者民族中心主义，品牌起源识别和外国产
对先例和主持人的检验。市场营销学院学 品购买的影响。国际商业和社会研究杂志
报 ， 23 （ 1 ） ， 第 26-37 页 ， doi ： ， 3 （ 11 ） ， 第 30-44 页 ， doi ：
10.1177/009207039523100 10.15444/gmc2014.03.04.01
[20] BALABANIS ， G 。 和 [27] SOUSA ， A. ， NOBRE ， H. 和
DIAMANTOPOULOS，A。（2016），消 FARHANGMEHR，M.（2018）消费者世
费者异质性是外国产品偏好的决定因素： 界主义和民族中心主义倾向对外国购买和
系统论证的角度。国际市场营销杂志，24 访问意图的影响。国际数字文化与电子旅
（ 3 ） ， 第 58-77 页 ， doi ： 游杂志，2（3），第 175-184 页，doi：
10.1509/jim.15.0138 10.1504/ijdcet.2018.090388
[21] MAKSAN，M. T.，KOVAČIĆ，D.和 [28] HAN C.M. 和 WON，S.B. （2018）消
CERJAK，M.（2019）消费者民族中心主 费者世界主义和民族中心主义的跨国差异
义对家用葡萄酒购买的影响：计划行为的 ：与 21 个国家的多层次分析。消费者行
扩展理论的应用。食欲，142，商品 ID 为 杂 志 ， 17 （ 1 ） ， e52-e66 ， doi ：
104393，doi：10.1016/j.appet.2019.104393 10.1002/cb.1675
[29] LAWRENCE, S.J. （2012）消费者异
[22] TABASSI，S.，ESMAEILZADEH，
质中心主义和消费者世界主义：影响对外
P.和 SAMBASIVAN，M.（2012）敌意，
国产品消费态度的结构规模的发展和验证
宗教信仰和民族中心主义对消费者购买意
。韦恩州立大学论文。 606.可从以下网站
愿的作用：马来西亚对欧洲品牌的研究。
获 得 ：
非洲企业管理杂志，6（23），第 6890-
https://digitalcommons.wayne.edu/oa_dissert
6902 页，doi：10.5897/ajbm11.2867 ations/606
[23] NGUYEN ， N.T. 和 TRAN ， T.T. （ [30] DIAMANTOPOULOS ， A. ，
2019）优化灰色系统理论的数学参数：越 DAVYDOVA，O。， 和 ARSLANAGIC-
南旅游业的经验预测案例。 《神经计算与 KALAJDZIC，M。（2019），建模消费
应用》，31(2)，第 1075-1089 页。 者异己主义在影响国内外品牌偏好方面的
[24] SUPPHELLEN，M.和 RITTENBURG 作用：中介分析。商业研究杂志，104，
，T.L. （2001）当外国产品更好时的消费 第 587-596 页 ， doi ：
者民族中心主义。心理与市场营销，18（ 10.1016/j.jbusres.2018.12.007
[31] MUELLER ， R.D. ， Wang ， G.X. ，
9 ） ， 第 907-927 页 ， doi ：
10.1002/mar.1035 LIU G.和 CUI，C.C. （2015）中国的消费
者异质中心主义：一项探索性研究。亚太
 15

市场营销与物流杂志，28(1)，第 73-91 页 美国经济期刊，特刊，第 64-68 页，doi：

。 doi：10.1108/apjml-11-2014-0158 10.5923/j.economics.20120001.15
[39] WANG L. W. ， TRAN T.T. 和
[32] BALABANIS, G. ，
NGUYEN ， N.T. （ 2015 ） 。 基 于 混 合
DIAMANTOPOULOS ， A 。 MUELLER,
DEA 和灰色系统理论的绩效分析实证研究
R.D。和 MELEWAR, T.C.（2001）民族主
：以印度矿业为例。应用数学学报，2015
义，爱国主义和国际主义对消费者民族主
， 条 款 ID 395360 ， doi ：
义倾向的影响。国际商务研究杂志，32（
10.1155/2015/395360
1 ） ， 第 157-175 页 ， doi ：
[40] NGUYEN，N. T.和 TRAN，T. T.（
10.1057/palgrave.jibs.8490943
2019b）。通过评估越南物流公司的效率
[33] GUROVA，O.（2019）爱国主义的许
来增加战略联盟的机会：以吉来港为例。
多面孔：模仿倾向和俄罗斯时装设计师的
《神经计算与应用》，31(11)，第 7963-
创造性（反）行为。消费市场与文化，第
7974 页。
1-25 页 ， doi ：
10.1080/10253866.2019.1674652 [41] WANG ，C.N.，NGUYEN，N.T. 和
[34] WANG L.W. ， TRAN T.T. 和 TRAN，T.T.（2014）咨询中心系统中员
NGUYEN N.T. （2014）分析提高当地特 工满意度的研究-以越南胡志明市的工作
色餐厅服务质量的因素：与越南南部快餐 咨询中心为例。 《亚洲经济与金融评论》
店的比较。亚洲经济和金融评论，4(11)， ，4（4），第 472-491 页。
第 1592-1606 页。 [42] IAN，Y.P. （2012）香港车主之间的
[35] VASSELLA, M.C., FOUNTAIN, P.D. 组装国家/地区，消费品参与和消费者爱国
和 FOUNTAIN，UK。（2010）消费者民
主义对产品评估和购买意愿的互动关系。
族中心主义，爱国主义，全球开放性和原
香港浸会大学博士学位论文。
产国效应：一项拟议的研究。 ASBBS 年
[43] NGUTEN N.T. （2019）食品加工业
会，17（1），第 868–882 页。
预测模型准确性的优化因素：越南可可生
[36] JAIN，S.K.和 JAIN，R.（2013）消费
产商的情况。工业工程与管理系统，18（
者民族中心主义及其前身：对印度消费者
4），第 808-824 页。
的探索性研究。亚洲商业研究杂志，3（1
[44] RAWWAS, M.Y.，RAJENDRAN, K.N
） ， 第 1-18 页 ， doi ：
。和 WUEHRER, G.A. （1996）国际意识
10.14707/ajbr.130001
和民族主义对国内外产品消费者评价的影
[37] NGUYEN，N. T.和 TRAN，T. T.（
响。 《国际市场评论》，13（2），第
2017）印度电力组织战略联盟中 DEA，
20-38 页 。 doi ：
GM（1，1）和神经网络的新型集成。 《
10.1108/02651339610115746
灰色系统学报》，29（2），第 80-101 页.
[45] AL GANIDEH，S. F.，EL REFAE，
[38] AL-EKAM ， J.M.E. ，MAT ，N.K. ，
G.和 AL OMARI，M.（2012）消费者民族
Saleh，S.等。 （2013）信任，广告，家庭
中心主义的前身：基于模糊逻辑的分析研
对也门当地品牌意图和实际购买的影响。
 16 Pham et al. / Journal of Southwest Jiaotong University/ Vol.55 No.4_Aug. 2020

究。行政科学与技术学报，2012，第 1-14 [52] GONZALEZ-FUENTES，M.（2019）

页，doi：10.5171 / 2012.693619 千禧一代作为物质主义和消费者民族中心
[46] DOUGLAS ， S.P. ， BECKMANN ， 主义的推动者的国家和全球身份。社会心
S.C. ， BOTSCHEN ， G. ， BOTSCHEN ， 理学杂志，159（2），第 170-189 页，doi
M.，FRIESE，S。，和 NIJSSEN，E。（ ：10.1080/00224545.2019.1570904
2000），志趣相投的消费者. 主题探索。 [53] CLARKE ， I. ， SHANKARMAHESH
消费者研究程序协会，盐湖城 ，M.N.，和 FORD，J.B.（2000）。消费
[47] NIJSSEN，E。J.和 DOUGLAS，S。 者民族中心主义，唯物主义和价值观：一
P.（2011）。消费者对广告中产品定位的 项针对四个国家的研究。在美国营销协会
世界意识和态度：对全球定位，国外定位 。会议论文集（第 11 卷，第 102 页），
与本地定位的考察。国际市场营销杂志， doi：10.1108/02651330610660065
19 （ 3 ） ， 第 113-133 页 ， doi ： [54] BELK，R.W。（1984）衡量与唯物
10.1509/jimk.19.3.113 主义有关的建构的三个量表：可靠性，效
[48] WANG，C. N.，NGUYEN，N. T.，
度以及与幸福感的关系。 ACR 北美进展
和 TRAN，T. T.（2015）。集成的 DEA
，11（1），第 291-297 页。
模型和灰色系统理论来评估过去到未来的
[55] PILIGRIMIENĖ ， Ž 。 和
表现：以印度电力行业为例。 《科学世界
KAZAKAUSKIENĖ，G。（2016）消费者
杂志》，2015 年，条款 ID 638710，doi：
民族中心主义，世界主义和唯物主义之间
10.1155/2015/638710
的关系：立陶宛消费者概况。 《不断变化
[49] CRAWFORD，J. C.和 LAMB Jr，C.
的经济格局中的业务挑战》，2，第 231-
W.（1982）专业买家的世界意识对他们购
242 页 。 施 普 林 格 ， 湛 ， doi ：
买外国产品的意愿的影响。心理报告，50
10.1007/978-3-319-22593-7_16
（ 3 ） ， 第 859-862 页 ， doi ：
[56] BEVAN-DYE，AL，GARNETT，A.
10.2466/pr0.1982.50.3.859
和 DE KLERK，N.（2012）南非黑人 Y 一
[50] CHAN，K.和 PRENDERGAST，G.（
代学生中的唯物主义，地位消费和消费者
2007）青少年的唯物主义和社会比较。社
民族中心主义，《非洲企业管理杂志》，
会行为与人格：国际期刊，35（2），第
6 （ 16 ） ， 第 5578-5586 页 。 doi ：
213-228 页 ， doi ：
10.5897/ajbm11.1803
10.2224/sbp.2007.35.2.213
[57] DUAN ， J. 和 DHOLAKIA ， R.R. （
[51] CLEVELAND，M.，LAROCHE，M.
2018）购买类型如何影响社交媒体上与消
和 PAPADOPOULOS，N.（2016）全球消
费相关的发布行为：唯物主义的调节作用
费文化和当地认同是唯物主义的驱动力：
。互联网商务杂志，17（1），第 64-80 页
一项关于趋同与分歧的国际研究。在《展
，doi：10.1080/15332861.2018.1424396
望，回望》中：借鉴过去来塑造营销的未
[58] AHMED ，N. ，KHATTAK ，A.K. ，
来（第 479-479 页）。施普林格，湛，doi
IQBAL，N.，FAROOQ，O.和 IQBAL，J.
：10.1007/978-3-319-24184-5_119
（2014）名人代言在消费者虚荣心和物质
 17

主义的中介作用上的作用：来自巴基斯坦 测者：一个概念框架。 IUP 管理研究杂志

商学院学生的证据。商业与管理研究杂志 ，18（1），第 53-63 页。
，4，第 98-107 页。 [67] SINAIKO，H.W。和 BRISLIN，R.W
[59] XU，Y.（2008）公众自我意识和唯 。（1973）评估语言翻译：三种评估方法
物主义对年轻消费者强迫购买的影响。年 的 实 验 。 应 用 心 理 学 学 报 ， 57 （ 3 ） ，
轻消费者，9（1），第 37-48 页。 doi： 328-334 页，doi：10.1037/h0034677
10.1108/17473610810857309 [68] HAIR ， J.F. ， BLACK ， W.C. ，
[60] FITZMAURICE，J。（2008）挥霍购
BABIN ， B.J. ， ANDERSON ， R.E. 和
买和唯物主义。消费者营销杂志，25（6
TATHAM，R.L.（2009）数据的多元分析
） ， 第 332-338 页 ， doi ：
。 Bookman 编辑器。
10.1108/07363760810902468
[69] HU，L.T.和 BENTLER，P.M. （1999
[61] KAMAL, S., CHU, S.C.和 PEDRAM，
）协方差结构分析中拟合指标的临界标准
M.（2013）唯物主义，态度和社交媒体使
：传统标准与新替代方法。结构方程建模
用情况及其对美国和阿拉伯年轻一代购买
：多学科期刊，6（1），1-55 页，doi：
奢侈品的意图的影响。互动广告杂志，13
10.1080/10705519909540118
（ 1 ） ， 第 27-40 页 ， doi ：
[70] FARRELL，上午（2010）判别有效
10.1080/15252019.2013.768052
性不足：对 Bove，Pervan，Beatty 和 Shiu
[62] SUN，G.，D'ALESSANDRO，S.，和
（2009）的评论。商业研究杂志，63（3
JOHNSON，L.（2014）中国的传统文化
），第 324-327 页。
，政治意识形态，物质主义和奢侈品消费
。 国 际 消 费 者 研 究 杂 志 ， 38 （ 6 ） ， 第
578-585 页，doi：10.1111/ijcs.12117
[63] PODOSHEN ， J. S. ， LI ， L. ， ＆
ZHANG，J.（2011）中国的唯物主义与炫
耀性消费：跨文化考察。国际消费者研究
杂 志 ， 35 （ 1 ） ， 第 17-25 页 ， doi ：
10.1111/j.1470-6431.2010.00930.x
[64] MAINOLFI，G.（2019）探索网上时
尚消费中的物质主义潮流：对中国奢侈品
消费者的调查。商业研究杂志，64，第
934-943 页 。 doi ：
10.1016/j.jbusres.2019.11.038
[65] NGUTEN N.T. （2020）战略联盟中
的绩效评估：以越南建筑业为例。全球挠
性系统管理杂志，21（1），第 85-99 页。
[66] SINGH，L.R.和 SAHNI，S.K. （2019
）唯物主义作为对假冒产品购买意愿的预