MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF ECONOMICS HCMC
-----------------
Chu Nguyen Mong Ngoc
A MEASUREMENT MODEL OF CITY-BASED
CONSUMER PATRIOTISM : A CASE OF RESEARCH IN
VIETNAM
Major: STATISTICAL SCIENCE
Code: 9460201
THESIS SUMMARY
Ho Chi Minh city, 2020
HẮNG
The thesis was completed in University of Economics Ho Chi
Minh City
Tutor: Ph.D. Ha Van Sơn and Ph.D Tran Van Thang
Opponent 1: ...................................................……
Opponent 2: ...........................................................
Opponent 3: ...........................................................
The thesis will be protected in front of the Council at:
At ………. hour ……… …… ……………….. 2020
The thesis can be found at: ………
1
CHAPTER 1. OVERALL INTRODUCTION
1.1 Research Motivations
Trade liberalisation has helped nations to assert themselves in
international communities. However, trade liberalisation also brings
many challenges. Market globalization has changed the competitive
conditions of local enterprises. The availability of imported goods at
reasonable prices, as well as the rapidly increasing global marketing
activities, have created a context of aggressive competition in the
local market.
In this situation, consumer biases towards domestic products are
an important factor in deciding the consumers' buying behaviour
towards local products (Josiassen, 2011). Marketers and
policymakers have used people’s affection to promote domestic
consumption because it does not involve a tariff barrier, so it does
not violate any trade agreement. The campaign "Vietnamese people
give priority to using Vietnamese goods", which was first launched
nationwide by the Vietnam Politburo in 2009, is an proof of this
strategy. Therefore, researchers are very interested in investigating
the emotional bias of consumers for domestic production, especially
focus on a consumer ethnocentrism model. These research which
were conducted in many countries, even in Vietnam, found out the
strong positive relationship between the patriotism and
ethnocentrism of consumers (Auruskeviciene et al., 2012; Balabanis
et al., 2001; Cao Quốc Việt and Nguyễn Thị Quý, 2017; Dmitrovic et
al., 2009; Erdoğan and Burucuoğlu, 2016; F-Ferrín et al., 2015; Ishii,
2009; Pentz et al., 2017; Rybina et l., 2010).
The consumer ethnocentrism model has been confirmed in
developed countries, but applying this model to Vietnam, a
developing country, requires that the antecedents must be
investigated more carefully, due to the particular factors in the
country’s economic and political environment and its history. From
this viewpoint, the author believe that it is possible to further explore
the relationship between the patriotism and ethnocentrism of
Vietnamese consumers, and to gain greater understanding of the
nature and mechanism of patriots’ support for their domestic
economy.
2
The author continue to consider academic studies related to the
construct of patriotism in consumption at the level of individual
consumers (Chen, 2011; Han, 1988; Kim et al., 2013; MacGreg and
Wilkinson, 2012; Min Han, 1994; Notari et al., 2011; Ngô Thái
Hưng, 2013; Shah and Hazril, 2016; Tsai, 2010). The author found
that although these works studied this construct with the outstanding
feature is that they used quite identical terms such as "consumer
patriotism", "patriotic consumption" or "economic patriotism",
however, they did not explain this construct by knowledges of social
identity theory (SIT), so they had not yet investigated whether or not
the causal mechanism between it and the consumer ethnocentrism as
well as with other important constructs of SIT.
In order to unify the science name, the author combined the terms
of the previous work into a common name "consumer patriotism".
The author also stated that the existences in the research works
around this topic has made it difficult to understand the nature and
role of the construct of consumer patriotism.
1.2 Problem Statement
The operationalization of the construct of consumer patriotism
and its relationship with Vietnamese consumer ethnocentrism.
The suitable measurement scale of the contruct of Vietnamese
patriotism.
The rule of the relationship between cosmopolitanism and
ethnocentrism of Vietnamses consumer.
The nomological network of consumer patriotism with the
constructs of patriotism, cosmopolitanism and ethnocentrism of
Vietnamese consumer, based on social identity theory.
The using and developing the appropriate statistical techniques to
solve the above research problems.
1.3 Research Objectives
Defining and establishing a measurement scale of the construct of
consumer patriotism which is suitable for the context of Vietnamese
consumers.
Assessing the construct of consumer patriotism by multivariate
statistical techniques in the quantitative research stage to confirm the
findings from the qualitative stage.
3
Determining the role of the construct of consumer patriotism in
the mechanism transmitting patriotism to consumer ethnocentrism by
mediator effect test.
Assessing the suitable measurement scale of the construct of
Vietnamese patriotism by multivariate statistical techniques.
Identifing the causal relationship between the constructs of
cosmopolitanism and ethnocentrism of Vietnamses consumer, using
multivariate statistical techniques.
Developing and testing a structure equation model (SEM) which
shows the relationship of consumer patriotism with other important
constructs of SIT theory.
1.4 Research subjects, research scope
1.4.1 Research and data collection subjects
The research subject of the thesis is the measurement model of
the construct of Vietnamese consumer patriotism. Data collection
subjects are Vietnamese city-based consumers who are mature and
active in their buying making decisions.
1.4.2 Research scope
The thesis focused on the construct of consumer patriotism at the
level of individual consumers. The space scope of the thesis was
urban districts of two cities which were selected to collect data as Ho
Chi Minh City and Hanoi.
1.5 Research methods
At the qualitative research stage, the author applied the Grounded
theory method of Strauss and Corbin (1990) to explore the
relationship between consumer patriotism and consumer
ethnocentrism and other related constructs. From the results was
obtained, the author build research model and research hypotheses.
Next stage, the author conducted quantitative research twice. The first
is a preliminary study, the second is a formal study. These two times
study followed this order of steps: Building-completing the scale of
construct/ Assessing the measurement scale first time/ Assessing the
measurement scale second time.
1.6 Value, new contribution in theory and practical implications
1.6.1 Value, new contribution in marketing science
The research results have formed the construct of consumer
patriotism suitable to the context of Vietnamese city-based
consumers and enriched the scientific knowldege of SIT. Therefore,