Vanessa Ann Quintal

This study investigates how personality traits influence consumer ethnocentrism (CE) and attitudes toward imported products, with collectivism moderating these relationships. Using data from Taiwanese consumers, the findings show that CE fully mediates the relationship between the Big Five personality traits and attitudes toward imported goods.

ABSTRACT This study highlights the development of an empirical scale to 5 measure food authenticity and its dimensions from the consumer perspective. Data was analysed using the SPSS and AMOS 22 software to demonstrate reliability, validity and measurement invariance. The resultant scale revealed 10 identified nine scale items with three dimensions under the indexical authenticity condition and six scale items with two dimensions under the iconic authenticity condition.

ABSTRACT This research explores how cultural tourists with orientation, motive and desire for well-being direct their behaviour. Specifically, it examines the interacting and moderating impacts of motivation and perceived well-being on orientation and behavioural intention towards cultural tourism from the perspectives of hedonism and calculated hedonism.