Establishing a Consumer Animosity Model: the Moderating Effects of Country Image, Word of Mouth and Corporate Social Responsibility

• Main Authors: Chow Chee Yong, 鄒志湧
• Other Authors: 曾鼎翔
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/20242760420416572080

碩士 === 逢甲大學 === 國際貿易學系 === 102 === This study aims at examining the moderating effects of country image, word of mouth and corporate social responsibility on effect of consumer animosity. Along with prevailing trend of globalization, international trade has become more and more frequent than before, how to successfully compete in global market and develop new market smoothly has become one of the most prominent issues for international marketers. Yet, there are so many reasons which could cause national animosity. National animosity could be caused by political, military, economic and diplomatic issues. For example, Nanjing Massacre incidence has impeded Chinese from buying any Japanese-made high quality products for decades. International marketers have to be aware of the negative effect of consumer animosity on purchase intention. The purpose of this study is to investigate different marketing strategies of the product from animosity country could whether moderate local consumer animosity, such as setting up a better country image, enthusiastic in organizing related CSR activities, and implementing marketing plans that could spur huge WOM. And at the end, increase purchase intention. There were four different brands of two different kinds of product category made by either Korea or China which examined in this survey. This study will be using survey by collect 400 Taiwanese consumers’ data for asking four brands from two animosity countries – Korea and China. The analysis will be done by using SPSS and Amos18. The findings of this study could give some implications for international marketers. There were only interaction effects in Chinese brands, no matter in air conditioner or mobile charger group. In this study, we could not find any interaction effect in Korean brands. In Chinese brands, different market strategies suit different product group. Since air conditioner will affect environment and cause pollution, people are more care about corporate social responsibility problem. For mobile charger group, people care for China recently strengths in workmanship and creativity.