Other-Consumer Ethnocentrism: Examining Consumers' Perceptions of Other Consumers in Intercultural Service Encounters

摘要

What influences consumers' ethnocentric tendencies for consumption environments? Data were collected using a cross sectional survey from Qatar. We propose a construct called other-consumer ethnocentrism (OCE), which is defined as local residents' preference for consumption environments patronized by the local population versus foreign residents. A model of the antecedents of OCE was developed and tested using structural equation modelling. We distinguish in the model between OCE when a person is considering going out alone (i.e. IOCE) and OCE when a person is going out with family (i.e., FOCE).