소비자 자국중심주의와 적개심이 구매의도에 미치는 영향 : 중국‘80후(後)’소비자들을 중심으로

Abstract

Much research relating to consumers' willingness to buy foreign products (WBF) has been conducted in large industrialized countries. Little attention, however, has been paid to the case of emerging markets. This paper focuses on two primary constructs - consumer ethnocentrism and animosity, and explores their relative impact on consumer WBF in the context of an Asian emerging market, namely the People's Republic of China. Moreover, this study also aims to examine the moderating role of product image in the relationship between consumer ethnocentrism, animosity and consumer WBF. The conceptual model was tested using Chinese younger generations - the 1980s, and results show that consumer ethnocentrism and feelings of animosity have an important impact on consumer WBF, even among Chinese young consumers. Also as predicted, the impact of economic animosity on consumer WBF tends to be weaker when consumers judge them as products with a higher image, partially supporting the moderating effect of product image. Implications of these finding enable managers to understand better the purchase behavior of consumers from emerging markets in the international marketplace.