Animosity and willingness to buy foreign products: moderating factors in decision-making of Chinese consumers

Wang, Weiyue, He, Hongwei and Li, Yan (2013) Animosity and willingness to buy foreign products: moderating factors in decision-making of Chinese consumers. Asia Pacific Business Review, 19 (1). pp. 32-52. ISSN 1743-792X

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Abstract

This study examines empirically how Chinese consumers evaluate and respond to foreign products made in Japan. Specifically, it examines the moderating effects of materialism and susceptibility to normative influence on the effects of country-specific animosity on willingness to buy foreign products. The results confirm that the effect of consumers' animosity is subject to both consumers' personal values (for example, materialism) and social influences (susceptibility to normative influence). In terms of willingness to buy foreign products, the negative effect of economic animosity is alleviated by consumers' materialism, whereas that of war animosity is strengthened by consumers' susceptibility to normative influence. In turn, evidence from this study suggests implications for marketing strategies in developing countries.

Item Type:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Yan Li
Date Deposited:	13 Feb 2012 09:20
Last Modified:	23 Oct 2022 00:06
URI:	https://ueaeprints.uea.ac.uk/id/eprint/37025
DOI:	10.1080/13602381.2011.640133

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