Influence Mechanism Of Environmental Stimulus And Consumer Ethnocentrism On Purchasing Wuliangye: Applications Of Extended Theory Of Planned Behavior (ETPB) And Stimulus-Organism-Response (SOR) Theory

Environmental stimuli play a pivotal role in triggering impulsive purchases among consumers,while consumers from Sichuan Province, China, exhibit strong ethnocentric tendencies, impacting their decision-making process, particularly regarding Wuliangye liquor, a local product. Through an online survey of 453 Wuliangye consumers from Sichuan, an analysis was conducted using structural equation modeling rooted in the ETPB and SOR theory. This analysis revealed the favorable impact of environmental stimuli and consumer ethnocentrism on purchasing behavior. This influence was found to be partially mediated through perceived value, attitudes, and purchase intention, forming a chain-mediated effect. Notably, purchase intention doesn't always translate to actual buying behavior, with environmental stimuli, consumer ethnocentrism, perceived behavioral control and purchase intention all being robust predictors of purchase behavior. Finally, several management strategies were proposed, aimed at bolstering Wuliangye sales, with a focus on platform development, mid-to-low range product creation, and appealing to Generation Z consumers.