Exploring the Moderating Effect of Consumers Animosity and Ethnocentrism on process of Accepting Foreign Products among Islamic Countries

This study aims to explore the effective factors in accepting foreign products in two Islamic countries, using ethnocentrism and animosity as the moderating variables. This study uses survey approach with descriptive methods. The survey conducted via an online website and interview. In Iran, 548 and in Turkey 225 respondents were selected who were all over-18.To analyze data, structural equation models including confirmatory factor analysis and path analysis were used, interpreted by AMOS software. The results showed that effective factors in accepting foreign products in different countries are different. In Iran, country- of-origin image toward Korea had more importance in evaluating foreign products than Turkey. Also, ethnocentrism was a moderating factor between country- of-origin image and attitudes toward foreign products. This shows that separate actions should be done for identifying effective factors and strategies for encouraging consumers to buy foreign products in both countries. In this way, regarding country-of-origin image, marketers can indirectly increase shopping intention among Iranian buyers

کلیدواژه ها:

country-of-origin image ، ethnocentrism ، consumers’ animosity