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

Ruofeng Rao, Sarana Photchanachan

Environmental stimuli play a pivotal role in triggering impulsive purchases among consumers,while consumers from Sichuan Province, China, exhibit strong ethnocentric tendencies, im…