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Application and validation of a consumer ethnocentrism scale in a young Vietnamese market segment

Trang P. Tran|Bich Khanh Ngoc Ho|Truc Quang Le|Hung Trong Hoang
한국마케팅과학회 (Korean Scholars of Marketing Science)|2017.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제27권 제1호|pp. 60-77|DOI http://dx.doi.org/10.1080/21639159.2016.1265322

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키워드

construct validityCFAVietnamEFA消费者民族中心主义Consumer ethnocentrism越 南年轻消费者构建有效性
주제분류경영학

초록

The primary objective of this study is to validate a consumer ethnocentrism scale in Vietnam on the basis of the existing scale, CETSCALE, proposed by Shimp and Sharma. The results from a student population show that the revised scale consists of two elements: affective and behavioral. The multidimensional structure of the revised scale is supported in the exploratory factor analysis phase and confirmed in the confirmatory factor analysis phase. The findings also indicate that convergent validity, discriminant validity, and nomological validity of the revised scale are established. The paper starts with a literature review of consumer ethnocentrism, includes methodology and discussions, and concludes with theoretical and managerial implications.

Abstract

The primary objective of this study is to validate a consumer ethnocentrism scale in Vietnam on the basis of the existing scale, CETSCALE, proposed by Shimp and Sharma. The results from a student population show that the revised scale consists of two elements: affective and behavioral. The multidimensional structure of the revised scale is supported in the exploratory factor analysis phase and confirmed in the confirmatory factor analysis phase. The findings also indicate that convergent validity, discriminant validity, and nomological validity of the revised scale are established. The paper starts with a literature review of consumer ethnocentrism, includes methodology and discussions, and concludes with theoretical and managerial implications.

참고문헌 (35)

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