Online Consumer Ethnocentrism, Is that a phenomenon? Consumer Ethnocentrism among Danish e-commerce consumers
Studenteropgave: Kandidatspeciale og HD afgangsprojekt
- Mads Jonas Birkbak Thomsen
4. semester, Erhvervsøkonomi (International Marketing) (cand.merc.), Kandidat (Kandidatuddannelse)
The purpose of this Master's thesis is to investigate consumer ethnocentrism in an online context. 319 respondents are being analyzed in SPSS, whit the aim of clarifying some of the underlying factors of online consumer ethnocentrism in Denmark. Findings show the gender, age and level of education are affecting the degree or/impact of consumer ethnocentrism, while level of income is insignificant.
| Sprog | Dansk |
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| Udgivelsesdato | 7 jun. 2017 |
| Antal sider | 148 |
| Emneord | Consumer ethnocentrism , ethnocentric behaviour , e-commerce , Demographic characteristics , Online |
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