Interactive effect of consumer affinity and consumer ethnocentrism on product trust and willingness-to-buy: a moderated-mediation model

Purpose This study aims to clarify the relationship between two plausible conflicting attitudes in cross-cultural context-consumer affinity and consumer ethnocentrism (CET) and to explore their interactive effect on product trust and willingness-to-buy. Design/methodology/approach A total of 392 usable responses were obtained. Previously validated scales of consumer affinity, CET, product trust and willingness-to-buy were used and showed good...