Predicting Consumer Purchase Intentions of Foreign Products in the E-Commerce
Student, School of Business and Economics, Universiti Brunei Darussalam, Jl Tungku Link, Gadong Bandar Seri Begawan, Brunei Darussalam, BE1410.
Mohammad Nabil Almunawar
Associate Professor, School of Business and Economics, Universiti Brunei Darussalam, Jl Tungku Link, Gadong Bandar Seri Begawan, Brunei Darussalam, BE1410.
Muhammad Anshari
Associate Professor, School of Business and Economics, Universiti Brunei Darussalam, Jl Tungku Link, Gadong Bandar Seri Begawan, Brunei Darussalam, BE1410
Wardah Hakimah Haji Sumardi
Assistant Professor, School of Business and Economics, Universiti Brunei Darussalam, Jl Tungku Link, Gadong Bandar Seri Begawan, Brunei Darussalam, BE1410
Abstract
High internet and e-shopping penetration make marketing foreign goods simple via cross-border e-commerce. This study aims to help managers devise effective international marketing plans for their transnational products by revisiting the framework of the theory of planned behavior (TPB) and consumer ethnocentrism to predict consumer behavior toward foreign products. Structural equation modeling analysis is implemented on 786 youngsters' non-probability sampling data. We find that ethnocentrism hurts the elements of the TPB, i.e., perceived behavioral control, subjective norms, and attitudes toward purchasing non-local items. Although we reject the direct connection between ethnocentrism and the preference to buy foreign goods, we support the indirect negative linkage between ethnocentrism and foreign purchase intention via the TPB constructs. Subjective norms have the most immense effect on non-domestic shopping intent among the three constructs. As such, managers are advised to promote foreign products to social groups of ethnocentric consumers.