Gắn kết mạng xã hội và ý định mua sản phẩm thương hiệu ngoại: Vai trò của việc đánh giá sản phẩm thương hiệu ngoại và chủ nghĩa vị chủng

Thạc Đặng Văn; Ninh Đỗ Thị Hải

doi:10.24311/jabes/2023.34.6.7

Authors

Dang Van Thac Đại học Kinh tế Thành phố Hồ Chí Minh Author
Do Thi Hai Ninh Đại học Kinh tế Thành phố Hồ Chí Minh Author

DOI:

https://doi.org/10.24311/jabes/2023.34.6.7

Keywords:

SNSs engagement, Purchase intention, Product judgment, Consumer ethonocentrism, Foreign brand products

Abstract

The purpose of this study is to investigate the relationship between social networking sites (SNSs) engagement and consumers’ intention to purchase foreign brand products, with the mediating role of foreign brand product judgment and the moderating role of consumer ethnocentrism. Using a sample data of 482 consumers on SNSs from two metropolitans in southern of Vietnam. SPSS 24 and Amos 20 were applied to do analysis and provide the results for this study. Empirical results show that SNSs engagement does not have a direct influence on purchase intention while foreign brand product judgment has a positive mediating effect on the link between SNSs engagement and purchase intention. By contrast, consumer ethnocentrism has a negative influence on purchase intention toward foreign brand products, and it also negatively moderates the relationship between SNSs engagement and purchase intention. The results of this study provide implications for both researchers and business managers in understanding and making decisions regarding consumer behavior toward foreign brand products on SNSs environment.

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