消费者敌意对品牌来源国选择的影响

The Impact of Consumer Animosity on Different Countries' Brand Choice

本文在文献研究的基础上,引入消费者敌意和消费者民族中心主义两个变量,探讨其对日本品牌、国产品牌和第三国品牌的产品购买意愿的影响。研究发现:消费者敌意能够强化消费者民族中心主义;消费者敌意、消费者民族中心主义与日本品牌的产品购买意愿存在负向关系;消费者民族中心主义与国产品牌的产品购买意愿存在正向关系,但对第三国品牌的产品购买意愿没有影响;消费者敌意对国产品牌和第三国品牌的产品购买意愿的影响因品牌和产品类别的不同而存在差异。

This article,on the basis of the literature review,investigates the influences of consumer animosity and consumer ethnocentrism on purchase intention of Japanese brand,domestic brand and the brand of a third country.The result shows that consumer animosity reinforces consumer ethnocentrism,consumer animosity and consumer ethnocentrism have negative relationship with purchase intention of Japanese brand,what＇s more,consumer ethnocentrism has positive influence on purchase intention of Chinese brand,but doesn＇t have influence on brand of a third country.Impact of consumer animosity on purchase intention to China brand and the brand of a third country has differences due to the different brands and product categories.