Examining the Relationship between Consumer Ethnocentrism, National Identity, Consumer Cosmopolitanism and the Purchase Intention of Foreign Home appliances in Egypt: with the Moderating Effect of Consumers’ Domestic Home Appliances Judgment

Abstract

In spite of today’s globalized market, there is a dearth of knowledge on how consumer ethnocentrism, national identity and consumer cosmopolitanism affect the purchase intention of Egyptian consumers. Accordingly, the purpose of this study is to investigate the relationship between Consumer Ethnocentrism, National Identity, Consumer Cosmopolitanism and the Purchase Intention of Foreign Home appliances in Egypt: with the Moderating Effect of Consumers’ Domestic Home Appliances Judgment. This is a descriptive study conducted among a national sample of Egyptian respondents utilizing both qualitative and quantitative data collection methods. In-depth face to face interviews were conducted by applying the convenience sampling technique. Moreover, a structured questionnaire was set and administered employing the non-proportionate quota sampling technique across different age groups from 18 to 65 years old where 60% of the sample were females and 40% were males. The findings showed that there is a significant negative relationship between consumer ethnocentrism and the purchase intention of foreign home appliances. Moreover, a significant negative relationship between national identity and the purchase intention of foreign home appliances. On the other hand, there is a significant positive relationship between consumer cosmopolitanism and the purchase intention of foreign home appliances. Besides, the significant moderating effect of domestic home appliances’ judgement on the relationship between the