情境性消费者敌意对消费者购买意愿的影响—

摘要笔者以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。

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	王珏
	李蔚

关键词：情境性消费者敌意购买意愿心理情感中介作用

Abstract： 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.

Keywords： Situational Consumer Animosity Willingness to Buy Psychological Affect Mediator Effect

收稿日期 2016-03-28; 接受日期 2016-03-28;

基金资助:教育部人文社会科学研究项目(12YJC630045)

作者简介: 王珏(1979- ),男,河南南阳人,博士研究生,主要从事消费者敌意研究;李蔚(1962- ),男,重庆人,教授,博士研究生导师,主要从事营销安全研究。

引用本文:

王珏,李蔚.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[J]. 经济经纬, 2016,2: 96-101

WANG Jue, LI Wei.The Influence of Situational Consumer Animosity on Consumers’ Willingness to Buy——Mediator Effect of Psychological Affect[J] Economic Survey, 2016,V33(2): 96-101

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2016/V33/I2/96