袁胜军,宋亮

• 1:桂林电子科技大学商学院

摘要(Abstract)：

本文在文献研究的基础上,引入消费者敌意和消费者民族中心主义两个变量,探讨其对日本品牌、国产品牌和第三国品牌的产品购买意愿的影响。研究发现:消费者敌意能够强化消费者民族中心主义;消费者敌意、消费者民族中心主义与日本品牌的产品购买意愿存在负向关系;消费者民族中心主义与国产品牌的产品购买意愿存在正向关系,但对第三国品牌的产品购买意愿没有影响;消费者敌意对国产品牌和第三国品牌的产品购买意愿的影响因品牌和产品类别的不同而存在差异。

关键词(KeyWords)： 消费者敌意;消费者民族中心主义;购买意愿

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金项目“消费者对国产与进口品牌感知差异及影响机制研究”,项目编号:71262015;; 教育部人文社科青年项目“中国消费者对同一品牌国产与进口产品认知差异的原因及分析”,项目编号:11YJC630271;; 广西研究生教育创新计划资助项目“消费者的品牌抉择:国产or进口?——基于消费者民族中心主义机制的品牌来源国形象的视角”,项目编号:YCSW2013072

作者(Author): 袁胜军,宋亮

DOI: 10.13902/j.cnki.syyj.2013.08.012

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