Kritika Kongsompong
ABSTRACT
This paper presents empirical results of ethnocentrism, materialism, and social influence in purchasing behavior as related to the degree of collectivism among subjects in three countries -- Thailand, China and India. The inter-national analysis of the subjects attempts to diagnose and contrast the cultural diversity among the people of the three countries. As for the intra-national analysis, the men and women within each of the countries were separately examined to analyze the cultural differences. Results show that Thais, Chinese, and Indians are significantly diverse with regard to collectivist, ethnocentric, materialistic, and social influence. Regardless of nationality, those who are more collectivist show a tendency to be more ethnocentric, less materialistic and more susceptible to social influence in their consumption behavior. Contrary to the predictions gleaned from the literature review, however, the intra-national results for subjects of the three countries show that men are generally more collectivist than women. Therefore, Thai, Chinese, and Indian men are likely to be more ethnocentric, less materialistic and more susceptible to social influence in their purchase endeavors than their female counterparts.
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Index Terms
- Ethnocentrism, materialism, social influence, and collectivism: an inter-and intra-national analysis of the Thais, Chinese, and Indians
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