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消费者敌意态度和民族中心主义对国家形象影响研究 -基于中国国家形象的分析-

A Study on the Effects of Consumer Animosity and Ethnocentrism on Country Image - An Empirical Study of China's Country Image -

범경기
중국연구소 (INSTITUTE OF CHINESE STUDIES, Hankuk University of Foreign St)|2012.11|중국연구 (Journal of Sinology and China Studies)|제56권 |pp. 179-194|DOI 10.18077/chss.2012.56..008

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참고문헌

키워드

ChinaCountry ImageConsumer EthnocentrismConsumer Animosity
주제분류중국어와문학

초록

Many researches related to country image have been conducted in large industrialized countries. Little attention has been paid to the case of emerging markets. And the constructs of consumer animosity and ethnocentrism have been a hot topic in the academic domain of international marketing and consumer behavior. Originally developed in America in 1987，it has been now cross-culturally tested and generalized over the world，but not yet thoroughly verified about China．Drawing upon the literatures of country image and country of origin effect, this paper focused on two primary constructs- consumer animosity and ethnocentrism, and explored their relative impacts on China’s country image. In order to test the model, a survey was conductedtowards Korean consumers. As a result, consumer animosity directly had a negative impact on country image, on the other side, consumer ethnocentrism directly had a positive impact on animosity, and consumer animosity also indirectly had a negative impact on country image. Implications of these findings not only provided theoretical evidence to the study of consumer animosity and country image but also gave empirical evidence to the management of Chinese enterprises.

Abstract

Many researches related to country image have been conducted in large industrialized countries. Little attention has been paid to the case of emerging markets. And the constructs of consumer animosity and ethnocentrism have been a hot topic in the academic domain of international marketing and consumer behavior. Originally developed in America in 1987，it has been now cross-culturally tested and generalized over the world，but not yet thoroughly verified about China．Drawing upon the literatures of country image and country of origin effect, this paper focused on two primary constructs- consumer animosity and ethnocentrism, and explored their relative impacts on China’s country image. In order to test the model, a survey was conductedtowards Korean consumers. As a result, consumer animosity directly had a negative impact on country image, on the other side, consumer ethnocentrism directly had a positive impact on animosity, and consumer animosity also indirectly had a negative impact on country image. Implications of these findings not only provided theoretical evidence to the study of consumer animosity and country image but also gave empirical evidence to the management of Chinese enterprises.

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