Title Page
Contents
ABSTRACT 10
Chapter 1. Introduction 12
Chapter 2. Literature Review and Research Model 18
2.1. Research background 18
2.2. The Consumer attitude toward foreign product studies 21
2.3. Consumer animosity 28
2.3.1. The concept of animosity 28
2.3.2. Sources of animosity 30
2.3.3. Extension of animosity sources in this study 33
2.4. Consumer ethnocentrism 35
2.4.1. The concept of consumer ethnocentrism 35
2.4.2. Relationship between consumer ethnocentrism and animosity 36
2.5. Cultural acceptability 37
2.6. Judgment of product 38
2.7. Reluctance to buy 39
2.8. Hypotheses development and research model 41
2.8.1. Hypotheses development 41
2.8.2. Research Model 53
Chapter 3. Methodology 54
3.1. Overview 54
3.2. Research Design 55
3.2.1. Population and Sample 56
3.2.2. Questionnaire development 57
3.3. Data collection 61
3.4. Data analysis 61
Chapter 4. Results 64
4.1. Overview 64
4.2. Pretesting 64
4.3. Sample characteristics 65
4.3.1. Characteristics of demographic variables 66
4.3.2. Descriptive statistics of observed variables 67
4.4. Data screening 71
4.4.1. Sample size 72
4.4.2. Missing data 72
4.4.3. Non-response bias 73
4.4.4. Outliers 74
4.4.5. Normality 75
4.5. Reliability and validity analyses 76
4.5.1. Reliability analysis 77
4.5.2. Validity analysis 79
4.6. Structural equation modeling analyses 81
4.6.1. Measurement model 81
4.6.2. Structural Model 84
4.6.3. Multi-group analysis 91
Chapter 5. Discussion and Implication 93
5.1. Discussion 94
5.2. Implication 101
5.3. Limitation and future research 106
References 108
Appendix 114
Table 1. Summary of animosity researches 27
Table 2. List of measurement for research model 60
Table 3. Description of sample 67
Table 4. Descriptive statistic of the observed variables 70
Table 5. Independent T-test results of Non-response Bias 74
Table 6. Skewness and kurtosis of the items 76
Table 7. Cronbach's Alpha of constructs 77
Table 8. Composite reliability, AVE and correlation of constructs values 80
Table 9. Measurement model results 82
Table 10. Unstandardized structural paths 87
Table 11. Result of bootstrap analysis 89
Table 12. Correlations between the measure items (reluctance versus willingness) 91
Table 13. Chi-square of two models for living area 92
Table 14. The results of Moderating Effects Exist for living area 92
Table 15. Direct and indirect effects of research model 99
Figure 1. Source of animosity 35
Figure 2. Research Model 53
Figure 3. Results of research model 88
Figure 4. Distinguishability between reluctance and willingness 90