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.

💡 Research Summary

This study investigates how environmental stimuli and consumer ethnocentrism influence the purchase behavior of Wuliangye, a flagship Chinese liquor, among consumers in Sichuan Province. By integrating the Extended Theory of Planned Behavior (ETPB) with the Stimulus‑Organism‑Response (SOR) framework, the authors develop a comprehensive model that captures both cultural‑psychological and situational drivers of consumption.

A total of 453 valid online questionnaires were collected in February 2024 from adult consumers who have lived in Sichuan for at least three years. The sample is predominantly male (≈72 %) and young (under 35 years, ≈66 %). Measures include an 8‑item adapted CETSCALE for consumer ethnocentrism, an 8‑item scale for environmental stimuli (information quality, service quality, rewards, recognition, customization), and standard Likert‑type items for perceived value, subjective norms, attitudes, perceived behavioral control (PBC), purchase intention, and purchase behavior.

Reliability analyses show Cronbach’s α > 0.70 for all constructs. Exploratory factor analysis (EFA) extracts eight factors—environmental stimuli, perceived value, consumer ethnocentrism, subjective norms, attitude, PBC, purchase intention, and purchase behavior—explaining over 65 % of total variance. Confirmatory factor analysis (CFA) confirms convergent validity (CR > 0.70, AVE > 0.50) and discriminant validity (Fornell‑Larcker criterion). The structural equation model (SEM) fits the data well (CFI ≈ 0.96, TLI ≈ 0.95, RMSEA ≈ 0.04).

All primary hypotheses (H1‑H7) are supported. Environmental stimuli positively affect perceived value (β = 0.42), attitude (β = 0.35), and directly influence purchase behavior (β = 0.21). Consumer ethnocentrism similarly boosts perceived value (β = 0.38), attitude (β = 0.31), and purchase behavior (β = 0.19). Subjective norms increase perceived value (β = 0.27) and purchase intention (β = 0.24). PBC has the strongest direct effects on purchase intention (β = 0.33) and purchase behavior (β = 0.29). Perceived value is the most powerful predictor of purchase intention (β = 0.45), followed by attitude (β = 0.31). Purchase intention, in turn, is the key driver of actual purchase behavior (β = 0.51).

Mediation analyses confirm that purchase intention fully mediates the relationship between PBC and purchase behavior (H8). Chain‑mediated effects are significant: (1) environmental stimuli → perceived value → purchase intention → purchase behavior; (2) environmental stimuli → attitude → purchase intention → purchase behavior; (3) consumer ethnocentrism → perceived value → purchase intention → purchase behavior; (4) consumer ethnocentrism → attitude → purchase intention → purchase behavior. All four chain paths are partial mediations, with the value‑based chain exerting a larger effect than the attitude‑based chain, highlighting the primacy of perceived product value over brand attitude.

The discussion emphasizes that (a) integrating ETPB and SOR offers a robust explanatory framework for Chinese liquor consumption; (b) purchase intention does not automatically translate into behavior, making perceived behavioral control a critical lever for marketers; (c) environmental stimuli—especially information quality, service quality, rewards, and customization—are powerful antecedents of perceived value and attitude; (d) consumer ethnocentrism is a strong predictor of both attitudinal and behavioral outcomes, suggesting that “made‑in‑China” messaging can be effective.

Practical recommendations include: (1) enhancing online and offline platform features (better product information, smoother service, reward programs, personalized experiences) to amplify environmental stimuli; (2) developing mid‑to‑low‑priced product lines (e.g., Wuliangju) to capture price‑sensitive Gen Z consumers who dominate e‑commerce sales; (3) leveraging regional pride and cultural storytelling to activate ethnocentric motives; (4) improving perceived behavioral control by simplifying payment, guaranteeing delivery, and expanding physical store accessibility.

Limitations are acknowledged: the sample is confined to Sichuan, limiting geographic generalizability; the cross‑sectional design precludes strong causal inference over time; and potential omitted variables (e.g., trust, emotional attachment) are not examined. Future research should employ multi‑regional longitudinal designs and consider additional psychological constructs to refine the model.

Overall, the paper demonstrates that a combined ETPB‑SOR model effectively predicts regular Wuliangye purchases, with environmental stimuli and consumer ethnocentrism exerting both direct and indirect influences through perceived value, attitudes, purchase intention, and perceived behavioral control. The findings provide actionable insights for Wuliangye’s marketing strategy in a rapidly evolving Chinese liquor market.