Thesis summary Business administration: Boycotting behavior in general product - A case of research in Vietnam

This study explores the nature of the boycott and its effects on the Vietnamese boycott behavior of China product. The thesis compares the similarities and differences of the components discovered with previous studies. At the same time, this study proposes a theoretical model and verification of the factors that influence the boycotting behavior.
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Thesis summary Business administration: Boycotting behavior in general product - A case of research in Vietnam MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HCMC Cao Quoc VietBOYCOTTING BEHAVIOR IN GENERAL PRODUCT: A CASE OF RESEARCH IN VIETNAM Major: BUSINESS ADMINISTRATION Code: 9340101 THESIS SUMMARY Ho Chi Minh City – 2018The thesis was completed in University of Economics Ho Chi Minh CityTutor: Asso. Prof. Ph.D. Vo Thi QuyOpponent 1: ................................................... ……Opponent 2: ...........................................................Opponent 3: ...........................................................The thesis will be protected in front of the Council at:At ………. hour ……… …… ……………….. 2018The thesis can be found at: …………….…………………………………… 1 CHAPTER 1. OVERALL INTRODUCTION1.1. Research Motivations A comprehensive understanding of consumer behavior in international business plays an importantrole not only for multinational companies (MNCs) but also for domestic enterprises. Amine (2008)recommends that three prerequisites for a successful manager in each market they invade. First, the managermust have a detailed knowledge of the current and historical relations of that country with bilateral tradingpartners to draw conclusions about consumer behavior. Secondly, managers must constantly observe changesin consumer perceptions and their behaviors in the target market. Third, the manager must plan a regular andlong-term market research to monitor the continuous changes in perceptions, emotions, and consumerbehaviors. When a country triggers events in another country, consumers in the affected country view the eventsfrom different perspectives, and they will have different emotions; affecting their consumption behavior(Harmeling et al. 2015). International disputes, cultural, political and economic conflicts are events that onecountry causes to another. This negatively affects consumer sentiment through negative emotional states suchas anger, frustration, sadness, anxiety or confusion. These emotions cause the corresponding negativeconsumption behavior of the product originating in the country causing the conflict. The boycott is one of thenegative consumer behaviors that companies do not want to encounter. Therefore, understanding theboycotting behavior of consumers and the factors that influence the boycotting behavior is a matter that needsto be studied seriously and thoroughly. For many years, the boycott of goods originated in a certain country of consumers has been a concernedproblem not only in Vietnam but also spread throughout the world. In Vietnam, the boycott of Chinese goodsexcels and attracts public opinion because of poor quality goods, toxic substances. Especially, the HD 981oilrig was placed illegally by China on the continental shelf of Vietnam in April 2014. This action has led tothe urgent, anger of a large number of Vietnamese people. They have boycotted the Chinese product to showtheir patriotism. Consequently, the boycott behavior of consumers is a phenomenon that has already existed in themarket. The study of the nature of the boycott and the factors that influence the boycotting behavior need to beclarified. Findings may be significant evidence in behavioral science. The research will have many valuableimplications for managerial practice.1.2. Research context This thesis uses negative events to infer the relationship between consumer perceptions, emotions, andboycotts of goods originating from the country of events. China is the chosen country because of the negativehistorical events that have taken place throughout Chinas thousands of years of aggression and domination.The Chinese governments economic events (e.g., trade deficit, currency devaluation, etc.) are also negativeevents, which in turn lead to boycott China products. For China products, the boycott of consumers in Vietnam excels and attracts public opinion and isreflected through mass media because the quality of the product is poor, contains many toxins from vegetables,roots, and fruits for food, clothing, equipment, and machinery. Since July 2012, since the establishment of TamSa in the Paracel archipelago of Vietnam. Especially, the HD 981 rig event set up in the Vietnamese territorialwaters in April 2014 by the Chinese government. This action has led to the urgent, anger of a large number ofVietnamese people lead to call for boycotting China products to show their patriotism. Consequently, the boycott behavior of consumers is a phenomenon that has already existed in themarket. The study of what the nature of the boycott is, what components are included, what factors influencethe boycotting behavior should be clarified as the results of the study may be significant evidence in thebehavior field. This thesis brings some important implications for management practices.1.3. Problem Statement Previous researchers used the concept of consumer ethnocentrism to refer to an independent variableinfluencing the boycotting behavior and explaining this relationship based on social identity theory. The term 2ethnocentrism has been studied for a long time, eg (Sumner, 1906; Shimp and Sharma, 1987). Shimp andSharma (1987) are the authors who build the CETSCALE scale for measuring the ethnocentric of consumers.Since 1987, much of the replicated, revised and expanded research that has been interested in researchersbecause of the controversial and conflicting results. Klein et al. (1998) proposed the concept of consumer animosity and testified about the relations ...