年轻消费者敌意对购买意愿的影响

The Effect of Young Consumer's Hostility on Purchase Intention

在中日政治关系改善势头明显的新时代背景下,考察中国消费者对日本的战争敌意和经济敌意的感知、对日本产品购买意愿的影响以及消费者敌意对购买意愿的认知和情感机制。通过研究,我们发现:战争敌意和经济敌意对国家认知形象无显著作用,但对国家情感形象有显著的负向作用;国家认知形象和国家情感形象对购买意愿具有显著的正向作用;国家情感形象中介了战争敌意和经济敌意对产品的购买意愿,但国家认知形象不起中介作用。文章运用决策的双重处理模型探讨敌意对于购买意愿的影响,以期拓宽敌意对于购买意愿的情绪机制研究,且为在国家间丛生的冲突而引发的敌意的背景下,对于消费购买意愿的干预提供情感与认知相关的策略。

the context of the new era when the political relations between China and Japan are improving obviously,this paper investigated Chinese consumers'perception of Japan's war hostility and economic hostility,its influence on Japanese products'purchase intention,and consumers'perception and emotional mechanism of consumers'hostility toward Japan's purchase intention.Through the research,we found that:war hostility and economic hostility have no significant effect on national cognitive image,but have a significant negative effect on national emotional image;National cognitive image and national emotional image have a significant positive effect on purchase intention.National emotional image mediates the purchase intention of war hostility and economic hostility,but national cognitive image does not play an intermediary role.This paper innovatively discussed the influence of hostility on purchase intention from the decision-making dual processing model,in order to broaden the research on the emotional mechanism of hostility on purchase intention,and to provide emotional and cognition-related strategies for the intervention of consumer purchase intention in the context of hostility caused by multiple conflicts between countries.