郭功星,周星,涂红伟

• 1:厦门大学管理学院
• 2:福建师范大学旅游学院

摘要(Abstract)：

消费者敌意是指消费者对特定的国家或地区持有的反感或憎恶情绪,且这种反感或憎恶主要源于国家或地区之间曾经发生或正在发生的军事冲突、经济摩擦、外交纠纷等事件。在当前国际经济往来日益密切的背景下,消费者敌意作为影响消费者产品原产国评价和购买决策的重要因素,受到越来越多研究者的关注。本文围绕消费者敌意的概念界定、维度和测量、引致因素以及影响结果等问题,梳理了相关研究成果,并在此基础上提出了未来的研究方向。

关键词(KeyWords)： 消费者敌意;消费者民族中心主义;原产国

Abstract:

Keywords:

基金项目(Foundation): 教育部人文社会科学研究项目《多渠道环境下的消费者渠道迁徙行为研究》(批准号:11YJA630215);; 2012年福建省教育厅项目《营销3.0时代福建省消费者信任重塑与品牌提升问题研究》

作者(Author): 郭功星,周星,涂红伟

DOI: 10.16538/j.cnki.fem.2014.06.006

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• ①施卓敏等(2011)在《营销科学学报》上发表的一篇关于原产国品牌的文章就使用了消费者仇恨的概念,而杨洋等(2012)以及袁胜军和宋亮(2013)则将consumer animosity译为消费者敌意。
• ①尽管严格来说消费者购买意愿属于心理认知层面的变量,但作为用来测量消费者购买行为的构念,这里将其视为源自敌意的行为反应。