The Influence Of Consumer Goodwill, Hostility And World Cosmopolitanism On The Willingness To Purchase: The Mediating Role Of Product Evaluation

With the opening of the trading market,people's transnational consumption is increasing day by day.The researches about the factors influencing consumer choices are of great reference value for marketing in the context of economic globalization.The positive or negative attitudes of consumers to a particular country will affect consumers' choices of goods.These attitudes include consumer affinity and consumer animosity.Consumer affinity refers to consumers' fondness for a particular country,while consumer animosity refers to consumers' antipathy or hatred for a particular country.Research shows that consumer affinity will promote consumers' willingness to purchase,while consumer animosity will not.Consumer affinity has a positive impact on product judgement,while whether consumer animosity has a negative impact on product judgement,remains controversial.In addition,consumer affinity and consumer animosity,product judgement,and purchase intention may be influenced by consumer cosmopolitanism.This study respectively explores how consumer affinity,consumer animosity and consumer cosmopolitanism affect purchase intention through product judgement,and explores the possible impact of the consumer cosmopolitanism on consumer affinity and consumer animosity.The results show that:(1)Consumer affinity has a positive effect on purchase intention,and product judgement has mediating effect between consumer affinity and purchase intention.That is,the higher levels of consumer affinity the consumer have towards the particular country,the higher the purchase intention.Consumer affinity will positively affect the purchase intention by positively affecting the product judgement.(2)Consumer animosity has a negative impact on the purchase intention,and product judgement has mediating effect between consumer animosity and purchase intention.That is,the higher levels of consumer animosity the consumer have towards the particular country,the lower the purchase intention.Consumer animosity will negatively affect the purchase intention by negatively affecting the product judgement..(3)Consumer cosmopolitanism has a positive effect on purchase intention,and product judgement has mediating effect between consumer cosmopolitanism and purchase intention.That is,the higher the tendency of the world's cosmopolitanism among consumers,the higher their willingness to buy foreign products;and consumer cosmopolitanism will positively affect the purchase intention by positively affecting the product judgement.(4)Consumer cosmopolitanism has a positive impact on consumer affinity and has no significant effect on consumer animosity.That is,an individual with consumer cosmopolitanism can more easily generate affinity toward a particular country,but it will not affect consumer animosity.