The Influence of Consumer Hostility on the Purchase Intention of 
Foreign Brands -- The Mediation Eff ect of Hostility Transfer

Yancai Zhang; Shuangyan Zhao; Juan Chen

doi:10.18686/modern-management-forum.v6i11.6637

The Influence of Consumer Hostility on the Purchase Intention of Foreign Brands -- The Mediation Eff ect of Hostility Transfer

Yancai Zhang, Shuangyan Zhao, Juan Chen

Abstract

The negative relationship between consumer hostility and foreign brands’ purchase intentions has also been confirmed
by some studies, but the middle mechanism still needs further discussion. In this paper, the South Korean Sade incident is taken as the
background, and the college student group is taken as the research object. Through the questionnaire survey, the attitude of the college
student group towards the Sade incident is understood, and their attitude data towards Korean brands are collected. The test of structural
equation model proves that consumers will transfer hostility due to political events to the product brands of the other country, thereby
reducing their willingness to buy foreign products.

Keywords

consumer hostility; Purchase intention; Hostile transfer; Intermediary effect

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Economic Journal, 2016, 33 (02): 96-101. DOI: 10.15931/j.cnki.1006-1096.2016.02.017

DOI: http://dx.doi.org/10.18686/modern-management-forum.v6i11.6637

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