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Barriers and motivators of globalization for buying behavior of imported Chinese domestic home appliances: the roles of brand image, product judgement, perceived product quality and endorser's credibility

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  • Le, Nguyen
  • Nguyen, Tai Tan
  • Nguyen, Hoa Thi Lien

Abstract

Globalization of trade brings many benefits to consumers but simultaneously poses many barriers. In that context, animosity (AN) and cosmopolitanism (CO) represent barriers and motivations in global consumer behavior. Then, this study aims to explore the impact of AN and CO on the purchase intention towards imported Chinese domestic home appliances (PI) through brand image (BI), product judgment (PJ), perceived product quality (PQ) and endorser's credibility (EC). A sample of 506 Vietnamese consumers was collected using a non-probability sampling method. The data were analyzed using quantitative research methods, applying structural equation modelling (SEM) through SmartPLS. The results showed that AN negatively affected BI, PJ and PQ, while CO positively affected BI, PJ and PQ. At the same time, BI, PJ and PQ mediated the correlations between AN, CO and PI. In addition, EC significantly moderate the correlations between BI-PI and PJ-PI. Based on these findings, the study proposed managerial implications to help businesses improve consumer buying behavior towards imported Chinese domestic home appliances, and at the same time, provided some theoretical implications, limitations and suggestions for further research.

Suggested Citation

  • Le, Nguyen & Nguyen, Tai Tan & Nguyen, Hoa Thi Lien, 2026. "Barriers and motivators of globalization for buying behavior of imported Chinese domestic home appliances: the roles of brand image, product judgement, perceived product quality and endorser's credibility," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002772
    DOI: 10.1016/j.jretconser.2025.104498
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