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http://dx.doi.org/10.17703/JCCT.2022.8.6.581

Consumer Attitude on Global Contents and the Purchase Intention to Global Products: The Moderating Role of Ethnocentrism  

Kim, ByoungJo (Dept. of Business Administration, The Catholic University of Korea)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.6, 2022 , pp. 581-587 More about this Journal
Abstract
After pandemic crisis, the volume and amount of watching global contents through OTT platforms have been increased explosively. This study investigates the relationship between consumers' attitude measured by satisfaction and favorability on global contents and purchase intention to global products with the moderating effect of ethnocentrism of consumers. Survey method using structured questionnaire was conducted on university students. As a result, the more satisfied and favored on global contents, the stronger purchase intention to global products. And the relationship is negatively moderated by consumers' ethnocentrism. Implications and future research issues are summarized.
Keywords
Global Contents; Global Products; Purchase Intention; Satisfaction; Favorability; Ethnocentrism;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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