消费者民族中心主义（Consumer Ethnocentrism Tendency）指消费者在购买行为中的民族性偏好。在对产品质量可比的国货和外国货进行选择时，消费者会产生对本国货的偏爱而对外国产品抗拒的心理倾向。他们认为购买外国产品会伤害本土经济，引起失业，甚至是不爱国的表现。 　　　本文的研究重点是大学生消费者民族中心主义倾向与国产货/外国货的购买意愿之间的关系。本研究验证了消费者民族中心主义倾向在大学生中的存在，探讨了人口统计变量和价值观变量对消费者民族中心主义倾向的影响，并引入了来源国国家形象作为消费者民族中心主义倾向与购买意愿之间的调节变量。 　　　本文的调查对象为北京、上海、广州、西安四个城市的大学生，采用分层抽样。本研究应用方差分析、因子分析、相关分析和回归分析等分析工具，检验提出的相关假设。研究结果发现：一、消费者民族中心主义倾向在大学生消费者中存在。大学所在地、年级（受教育程度）、知识结构对消费者民族中心主义倾向有显著影响，性别对消费者民族中心主义无显著影响。二、采用因子分析法将价值观变量提取为四个因子，价值观变量与消费者民族中心主义倾向正相关。三、消费者民族中心主义倾向与国产货购买意愿正相关。除了韩国化妆品和服装，消费者民族中心主义倾向与外国货购买意愿负相关。四、研究来源国国家形象的调节作用，中国、韩国国家形象对国货、韩国货购买意愿没有显著的调节作用，日本、美国国家形象对该国产品的购买具有调节作用。美国较高的经济、文化形象削弱了CET对该国产品购买意愿的影响。日本政治、文化形象消极地影响了大学生消费者对其产品的购买意向。 　　　最后，本文基于消费者民族中心主义角度对政府、本土企业及跨国企业提出相应的营销策略。

Consumer Ethnocentrism Tendency refers to national preference in consumers’ purchase. When consumers select comparable domestic and foreign goods, it is a common psychological tendency that they have a preference for domestic products and resistance for foreign. They argue that buying foreign products would hurt the local economy, lead to unemployment and even be unpatriotic. 　　　This study focuses on the relationship between consumer ethnocentrism tendency and the willingness to buy domestic goods or foreign. The research proves the existence of Consumer Ethnocentrism Tendency among college students. Then it discusses the influence of demographic variables and values on Consumer Ethnocentrism Tendency and introduces the image of origin country as a moderator between CET and purchasing willingness. 　　　This study uses stratified sampling and surveys college students in four cities, Beijing, Shanghai, Guangzhou and Xi’an. Variance analysis, factor analysis, correlation analysis and regression analysis are applied to test relevant assumptions. The findings show: 1.CET exists in college consumers. The location of university, grade (level of education) and knowledge structure all has a significant impact on CET while gender does not. 2. Value variances are extracted into four factors by factor analysis and have positive relationship with CET. 3. CET positively correlates with willingness to buy domestic goods. Except for Korea cosmetics and clothes, CET negatively correlates with the purchasing willingness of foreign products. 4. This article studies the regulation of country of origin by taking electronic products as example. The image of China or Korea does not regulate the intention to buy its goods. The image of Japan, the United States has a regulatory role of national product. U.S. higher economy, cultural image weakens the impact of CET on purchasing intention.Japan’s political and cultural image affects students’ buying tendencies to its products negatively. 　　　Finally, based on the perspective of Consumer Ethnocentrism, some appropriate marketing strategies are raised for government, local and multinational enterprises.