The impact of consumer ethnocentrism and country of origin sub‐components for high involvement products on young Chinese consumers’ product assessments

Purpose – The purpose of this paper is to examine the effect of country of origin (COO) sub‐components (i.e. design, assembly and parts), as well as the extent to which consumer ethnocentrism tendencies interact with these COO sub‐components for young Chinese consumers with regards to product quality assessments and purchase intentions. Design/methodology/approach – A 2 × 2 × 2 factorial experimental design was used to examine the effects of the three sub‐components of COO with two levels of sourcing location – Home (China) and Foreign (Germany), for two high involvement products (an automobile and a digital camera). Chinese students in China represented the sample of 272 respondents. MANOVA was used to examine the direct effects and interactions of the three COO components, as well as ethnocentrism, measured using the CETSCALE. Findings – It was found that the three COO sub‐components did not influence young Chinese consumers’ evaluation of product quality or purchase intentions. In addition, consumers’ level of ethnocentrism also did not have a direct effect on perceived product quality or purchase intentions. There was only one statistically significant interaction effect between ethnocentrism and country of parts for one of the two products. As such, COO dimensions and young Chinese consumers’ ethnocentrism appears to have limited influence on their assessments of product quality or purchase intentions. This may occur because young Chinese consumers perceive that hybrid products are the norm for high involvement products in China as these products are all these consumers have experienced. Originality/value – The findings of this research dispute the commonly held belief and evidence that sub‐components of COO have an impact on the perceptions of product quality and purchase intentions. Young Chinese consumers may be different to consumers from western countries because they have been extensively exposed to hybrid products. Given the size and growth potential of China, young Chinese are an important, under‐researched segment within the Chinese market.