Why do People Buy Chinese Smart phones: The Role of Ethnocentrism, Value and Gender

Abstract

This study objectives are to analyze the effect of consumer ethnocentrism and perceived value on Chinese smartphone purchase intentions in Indonesia, which are differentiated by gender. The analysis technique used is a partial least squares-structural equation modeling (PLS-SEM) multigroup analysis (MGA). Samples were taken from the Indonesian people. Respondents in this study were 300 respondents. The results of the study prove that ethnocentrism and perceived value significantly influence the purchase intention of Chinese smartphone products. Based on gender, women prioritize hedonic values in buying smartphones, while men prioritize utilitarian values. This study also presents that gender differences will affect the effect of perceived value on purchase intention on smartphone products from certain countries such as China. This research provides insights to smartphone industry players to develop more effective strategies to get their target market and will increase knowledge about ethnocentrism and perceived value from the perspective of Chinese smartphones.