消费者敌意对青少年国外品牌产品购买意愿的影响机制

The Impact of Consumer Animosity on Adolescent Consumers＇ Purchase Intension of Foreign Brands

由于近来与日本等国的冲突所激发的我国消费者敌意和民族中心主义以及青少年消费者的重要}生，本研究着重于青少年消费者对日本、美国的敌意对其国外品牌购买意愿的影响机制。研究表明，对日本、美国消费者敌意负向影响其对敌意国品牌购买意愿；消费者对某国的敌意可能负向影响其购买第三国的意愿；消费者民族中心主义对消费者敌意影响其对国外品牌产品购买意愿并无显著的调节作用。

For the conflicts with some foreign countries such as Japan which induce the consumer animosity and ethnocentrism among Chinese consumers recently, and the importance of adolescent consumers, this study focused on the impact of consumer animosity to America and Japan on adolescent consumers＇ purchase intension of foreign brands. Our results indicated that adolescent consumer animosity toward Japan and America prevented their purchase intention of brands from Japan and America. The adolescent consumer animosity toward some foreign countries may influence the purchase intension of the third-party countries brands. And the ethnocentrism doesn＇t have the moderating effect to the relationship between animosity and the purchase intension of foreign brands.