在今日的全球化經濟之中，瞭解消費者我族主義的前因是重要的，其有助於增加有關消費者偏好的知識，因此，本研究係以個人資本、世界主義、居住區域、及性別的觀點來檢視消費者我族主義。有效問卷共計858份，且以迴歸分析進行各項假說的驗證，結果顯示社會資本、文化資本、財務資本、及世界主義對消費者我族主義皆具負向影響，而且消費者的居住區域及性別亦會影響我族主義，最後，亦提出本研究之意涵及未來研究方向的建議。

In today’s global economy, understanding the antecedents of consumer ethnocentrism will be important to increase knowledge about consumer preferences for domestic products. Therefore, we examined the effects of individual capital, worldmindedness, residential region, and gender on consumer ethnocentrism. Data collected from 858 respondents and analyzed by multiple regressions. Our results indicated that the influences of social capital, cultural capital, financial capital, and worldmindedness on consumer ethnocentrism are negative. In addition, consumer ethnocentrism is significantly related to residential region and gender. Implications of the current study and directions for future research are discussed.