| Status | 已發表Published |
| A Study on Consumer Repulsion：Evidence from China | |
Bu, H. ; Liu, T. C. ; Ping, Y.; Shi, G.; Wang, Y.
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| 2014-08-01 | |
| Source Publication | Proceedings of 2014 AMA Summer Marketing Educators Conference
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| Publication Place | Chicago |
| Publisher | The American Marketing Association |
| Abstract | Consumer’s country bias is an important determinant of purchasing behavior because the buying intentions are not only dependent on visible factors, but also the attitude. Although the impact of unfavorable attitudes toward foreign countries’ products and favorable attitudes toward domestic country on consumption behavior has received considerable attention in the literature, and behavioral consequences of unfavorable attitudes toward domestic products has largely been neglected. Actually, to identify why local consumers reject local products is equally or even more important as domestic products bias is very universal in many developing countries and this issue is of considerable importance in the wake of growth of the international market and the development of new technologies. Based on an intensive literature review, this study introduces a new construct---consumer repulsion. This study conceptualizes consumer repulsion and proposes a three-dimension measurement model for it involving affective repulsion, cognitive repulsion and conative repulsion. A measurement scale for consumer repulsion is developed and validated based on 221 samples of Chinese consumers by testing four kinds of samples including car (high-risk & high-price), milk powder (high-risk & low price), mobile phone(low-risk & high price) and office supplies (low-risk & low-price) respectively. The instruments are developed through preliminary focus group interviews with 8 consumers and a preliminary survey involving a judgment sample of 60 samples. Empirical results indicate good reliability and unidimensionality as well as acceptable convergent validity and discriminant validity for the measures. This study proposes three antecedents for consumer repulsion: perceived risk, national identification and global communication and two consequences: domestic product ownership and word of mouth and testes their relationships by the four product samples. Results from structural equation modeling suggest that perceived risk and global communication are significantly correlated with consumer repulsion. The empirical findings further show that consumer repulsion significantly influences domestic product ownership and word of mouth. In addition, for different kind of products, the results show that specific associations between each of the dimensions of consumer repulsion and its antecedents and consequences are different. Based on the findings, this study discusses the implications. These results provide clear theoretical and practical guidance for marketing practitioners and firms. |
| Keyword | consumer repulsion perceived risk national identification global communication product ownership word of mouth |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 12691 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Bu, H. |
| Recommended Citation GB/T 7714 | Bu, H.,Liu, T. C.,Ping, Y.,等. A Study on Consumer Repulsion：Evidence from China[C], Chicago:The American Marketing Association, 2014. |
| APA | Bu, H.., Liu, T. C.., Ping, Y.., Shi, G.., & Wang, Y. (2014). A Study on Consumer Repulsion：Evidence from China. Proceedings of 2014 AMA Summer Marketing Educators Conference. |
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