The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China
研究检验了外国产品购买中的敌意模型，发现中国消费者对日本的敌意会独立于产品质量判断而影响购买决策，且该效应不限于特定人群。
The authors provide an initial test of the animosity model of foreign product purchase in the People's Republic of China. In contrast to Shimp and Sharma's (1987) CETSCALE, the model predicts that animosity toward a foreign nation will affect negatively the purchase of products produced by that country independently of judgments of product quality. The model was tested using mainland Chinese consumers' attitudes toward Japan and Japanese products. Structural equation modeling supports the model and shows that animosity has a significant impact on buying decisions above and beyond the effect of consumer ethnocentrism. Furthermore, these results were not cohort-specific. The measurement of cross-national hostility enables managers to understand better the purchase behavior of consumers in the international marketplace.