KOREASCHOLAR

Consumer ethnocentrism (CET) has been widely research in various marketing contexts since the construct was identified by Shimp and Sharma (1987) in their seminal paper. The central tenet of consumer ethnocentrism theory is that consumer ethnocentrism will have a negative effect on foreign product purchase intention and a positive effect on willingness to purchase home country products. So far, the role of satisfaction has not been integrated into the CET model. The satisfaction-repurchase relationship has also received considerable attention in the marketing literature whereby satisfaction is found to have a direct positive effect on repeat purchase. Anecdotal evidence suggests that both satisfaction and consumer ethnocentrism will have a joint effect on willingness to repurchase a home country product, especially when foreign competitor products are seen as a threat in the domestic markets. However, it remains unclear how satisfaction and consumer ethnocentrism jointly affect purchase intentions. In this research we examine the dynamics of the two constructs. This study considers South Korean consumers’ willingness to repurchase the Samsung Galaxy smartphone and examine the interrelationship among the above variables. The findings of the study suggest that consumer ethnocentrism moderates the satisfaction-repurchase intention relationship or vice versa and satisfaction and consumer ethnocentrism are mutual cooperative suppressors for repurchase intention. This study highlights that the effect of consumer ethnocentrism on repurchase intention will be stronger when consumers are satisfied with the product.

• Ahmad Daryanto(Lancaster University)
• Nicholas Alexander(Lancaster University)