Purpose

Little is known about Indonesian consumers' acceptance of global brands despite their huge retail market potential. Drawing from Festinger’s (1957) cognitive dissonance theory and Schwartz’s (1992) value system, this study aims to examine the effect of Indonesian consumers' religiosity, cosmopolitanism and ethnocentrism on their preference for and purchase intention towards global brands.

Design/methodology/approach

Data were collected from 316 female consumers aged 20 years or older living in Indonesia via a professional online survey firm. The firm sent prospective participants an email invitation with a survey URL. Confirmatory factor analysis and structural equation modelling were conducted using AMOS 24.0 to test hypotheses.

Findings

The analyses revealed that Indonesian consumers' religiosity increased their ethnocentrism but not cosmopolitanism. Further, ethnocentrism decreased global brand preference without affecting purchase intention towards Korean cosmetics, whereas cosmopolitanism increased both global brand preference and purchase intention towards Korean cosmetics.

Originality/value

The findings show that cosmopolitanism has a stronger influence on global brand preference than ethnocentrism, suggesting ethnocentrism’s diminishing relevance in predicting purchase intention for foreign products. Additionally, religiosity’s effect on ethnocentrism was confirmed.

中文翻译：

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印度尼西亚的消费者宗教信仰、世界主义和民族中心主义

目的

尽管印尼零售市场潜力巨大，但人们对全球品牌的接受程度却知之甚少。本研究借鉴Festinger（1957）的认知失调理论和Schwartz（1992）的价值体系，旨在考察印度尼西亚消费者的宗教信仰、世界主义和民族中心主义对其对全球品牌的偏好和购买意愿的影响。

设计/方法论/途径

通过专业在线调查公司收集了 316 名居住在印度尼西亚 20 岁或以上的女性消费者的数据。该公司向潜在参与者发送了一封包含调查 URL 的电子邮件邀请。使用 AMOS 24.0 进行验证性因素分析和结构方程建模来检验假设。

发现

分析显示，印度尼西亚消费者的宗教信仰增强了他们的民族中心主义，但没有增强他们的世界主义。此外，民族中心主义降低了全球品牌偏好，但不影响对韩国化妆品的购买意愿，而世界主义则增加了全球品牌偏好和对韩国化妆品的购买意愿。

原创性/价值

研究结果表明，与民族中心主义相比，世界主义对全球品牌偏好的影响更大，这表明民族中心主义在预测外国产品购买意愿方面的相关性正在减弱。此外，宗教信仰对种族中心主义的影响也得到了证实。