消费者敌意研究脉络梳理及未来展望

A Review of Research Context of Consumer Animosity and Future Prospects

消费者敌意是指消费者对特定的国家或地区持有的反感或憎恶情绪,且这种反感或憎恶主要源于国家或地区之间曾经发生或正在发生的军事冲突、经济摩擦、外交纠纷等事件。在当前国际经济往来日益密切的背景下,消费者敌意作为影响消费者产品原产国评价和购买决策的重要因素,受到越来越多研究者的关注。本文围绕消费者敌意的概念界定、维度和测量、引致因素以及影响结果等问题,梳理了相关研究成果,并在此基础上提出了未来的研究方向。

Consumer animosity refers to antipathy to other countries showed by consumers which mainly stems from previous or ongoing military conflicts, economic friction, diplomatic disputes and other events. In the context of increasingly close international economic exchanges, consumer animosi- ty as an important factor influencing the evaluation of countries of origin concerning products and pur- chase decisions has attracted more and more attention from scholars. Focusing on the topics of defini- tion, dimensions, measurement, causes and consequences of consumer animosity, this paper reviews the relevant research achievements, and discusses the directions in future research.