The Effects of Consumer Ethnocentrism on Consumer Behavior in the U.S., China, Japan, Korea and Taiwan

2016 Fiscal Year Final Research Report

• Project/Area Number: 26380577
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Komazawa University (2015-2016); Kanto Gakuin University (2014)
• Principal Investigator: Park Jeongsoo 駒澤大学, グローバル・メディア・スタディーズ学部, 准教授 (60507870)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: 消費者エスノセントリズム / 消費者敵対心 / 原産国イメージ / 規範的原産国イメージ

Outline of Final Research Achievements

Consumer ethnocentrism is one of the most important cross-cultural consumer behavior. The study evaluates the consumer ethnocentric tendencies scale （CETSCALE) in the Japan, the United States, China, Korea and Taiwan. The study found that the determinants of consumer ethnocentrism might vary from country to country by country’s condition of politics and economic. Managerial implications of these findings are considered, and future research directions are identified.

Free Research Field

商学