消费者敌意对青少年国产品牌购买意愿的影响机制

营销科学学报 ›› 2013, Vol. 9 ›› Issue (3): 96-105.

消费者敌意对青少年国产品牌购买意愿的影响机制

范孝雯，史冰，王海忠，何浏，柳武妹

范孝雯，中山大学管理学院市场学系本科生，Email:fxw295239693@126.com。
史冰，通讯作者，中山大学管理学院市场学系讲师，Email: shbing@mail.sysu.edu.cn。
王海忠，中山大学管理学院市场学系教授，Email: wanghzh.05@alum.sem.tsinghua.edu.cn。
何浏，五邑大学经济管理学院市场学系副教授，Email: tedhe@189.cn。
柳武妹，中山大学管理学院市场学系博士生，Email: wumeijiayou@163.com。

出版日期:2013-09-01 发布日期:2013-12-24
基金资助:
基金项目：本研究得到国家自然科学基金项目71202088、71172164、71272243的资助,受到广东省自然科学基金S2012040007872以及国家青年教师培育项目12WKPY45的资助。本研究的完成要感谢陈斌、陈桂庭、杨晨、曾剑锋、郑炎峰、张笑和参与此研究的学生、老师和学校，要特别感谢两位匿名评审专家提出的宝贵意见。

The Impact of Consumer Animosity on Adolescent Consumers’ Purchase Intension of Domestic Brands

Fan Xiaowen, Shi Bing, Wang Haizhong, He Liu, Liu Wumei

Fan Xiaowen, School of Business, Sun Yat-sen University;
Shi Bing, School of Business, Sun Yat-sen University;
Wang Haizhong, School of Business, Sun Yat-sen University;
He Liu, School of Economics & Management, Wu Yi University;
Liu Wumei，School of Business, Sun Yat-sen University.

Online:2013-09-01 Published:2013-12-24

摘要/Abstract

摘要：

鉴于近来与外国(如日本)冲突所激发的我国消费者敌意与民族中心主义倾向,以及青少年消费者的重要性,本研究着重研究青少年对日、美敌意影响国产品牌购买意愿的机制。研究表明，对日、美消费者敌意促进国产品牌购买意愿；消费者敌意的促进效应经由消费者民族中心主义发生；而对日敌意加强民族中心主义对国内品牌购买意愿的影响力。

关键词: 消费者敌意, 消费者民族中心主义, 青少年消费者, 国产品牌购买意愿

Abstract:

Considering recent conflicts with some foreign countries such as Japan which induce consumer animosity and ethnocentrism among Chinese consumers, and the critical importance of adolescent consumers, this study focused on how consumer animosity would influence adolescent consumers’ purchase intention of domestic brands. Findings indicated that adolescent consumer animosity toward Japan and America promoted their purchase intention of domestic brands via their consumer ethnocentrism. Animosity toward Japan also moderated the impact of consumer ethnocentrism on their purchase intention of domestic brands.

Key words: Consumer animosity, Consumer ethnocentrism, Adolescent consumers purchase intention of domestic brands

范孝雯，史冰，王海忠，何浏，柳武妹. 消费者敌意对青少年国产品牌购买意愿的影响机制[J]. 营销科学学报, 2013, 9(3): 96-105.

Fan Xiaowen, Shi Bing, Wang Haizhong, He Liu, Liu Wumei. The Impact of Consumer Animosity on Adolescent Consumers’ Purchase Intension of Domestic Brands[J]. Journal of Marketing Science, 2013, 9(3): 96-105.