情境性消费者敌意对消费者购买意愿的影响——心理情感的中介作用

The Influence of Situational Consumer Animosity on Consumers' Willingness to Buy——Mediator Effect of Psychological Affect

笔者以2012年钓鱼岛事件为背景,以524名大学生为样本,采用结构方程模型,分析了情境性消费者敌意、消费者效能感、消费者民族中心主义、产品评价、消费者购买意愿及心理情感之间的关系。研究结果表明,情境性消费者敌意负向影响消费者购买意愿,但不影响消费者对敌意国产品的评价;消费者心理情感对消费者敌意、消费者民族中心主义、消费者效能感、产品评价与购买意愿的关系起到了中介作用。

This paper proposes a model of Situational Consumer Animosity in Diaoyu Island incident（ 2012） context. Based on a sample of 524 undergraduates,and by using SEM this paper examines the specific relations among situational consumer animosity,consumer self-efficacy,consumer ethnocentrism,product judgment,willingness to buy and consumer psychological affect. The results are as follows： situational consumer animosity has a negative impact on consumers＇ willingness to buy but has no impact on product judgment;and that psychological affect mediates the relationship between situational consumer animosity,consumer self-efficacy,consumer ethnocentrism,product judgment and willingness to buy.