Factors influencing Taiwanese consumer preference for foreign‐made white goods: USA versus Japan Available to Purchase

Considers the factors which influence Taiwanese decisions to buy Japanese or US refrigerators, basing the conclusions on the results of a survey of 586 respondents drawn from Taiwan’s four largest cities – Taipei, Kaoshiung, Taichung and Tainan. Describes how the questionnaires were constructed and pretested, and explains how the data was recorded (using a 5‐point Likert‐type scale) and analysed (using factor analysis and t‐tests). Tests particularly for cultural values of the Chinese, consumer ethnocentrism, openness to foreign culture, country image, and consumer sophistication. Finds that, despite the longer presence of Japanese goods in Taiwan, Japan’s proximity to Taiwan, and more cultural similarities between the Japanese and Taiwanese, Taiwanese consumers rate the USA’s country image factor higher than Japan’s, with consequent implications regarding intention to buy US goods. Recommends that US marketers build on their advantageous country image when they promote US appliances in foreign markets. Cautions against making too much of this snapshot data but concedes that further research into different foreign markets, different appliances, and with a longitudinal approach, would ascertain if findings are consistent with this survey, which has obvious benefits as new markets, such as China and India, open up to western goods and appliances.