Consumer Purchase Behavior toward United States Products in Malaysia

This study applied the animosity model of purchase behavior to study the Malaysian consumers purchase behavior toward US products in the boycott context. The main objective of this study was twofold. First, it was to determine whether the consumer responses on consumer purchase behaviours factors (ethnocentrism, animosity and product judgement) will be sufficient to explain their responses on willingness to buy US products. Second, the study was to examine the relationship between ethnocentrism, animosity and product judgement with the willingness to buy US
products. A total of 370 questionnaires were distributed to the students from College of Business, Universiti Utara Malaysia. However, only 286 were returned and usable for analysis. The multiple regression analysis was performed to test the hypotheses of the study. The results indicated that the consumer purchase behavior was significant
predictor of the willingness to buy US products. It was also found that that the three (3) components of the purchase behavior model (ethnocentrism, animosity and
product judgement) have significant relationship with the willingness to buy US products. The findings were discussed and recommendations for the future research were addressed.