APPLY AN INTEGRATED ANIMOSITY MODEL TO RESEARCH THE CHANGING CUSTOMER BEHAVIOR. A STUDY IN VIETNAM TOWARDS CHINA FRUITS.

• Main Author: Tran Xuan Quynh
• Other Authors: Chang
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/40826487689888047128

碩士 === 南臺科技大學 === 商管專業學院 === 104 === In last decade, China was always evaluated as the largest importer of Vietnam market in terms of fruits. However, the growth rate of import valuewas recorded strongly dropping during the near years. This marked an significant change in consumer behavior about imported fruits . Based on this change, authors have found out that conflicts such as“ nine – dash line event” relating to east sea dispute between Vietnam and China can affect the purchase behavior of the fruits imported from China so authors try to apply a integrated animosity model to test whether there really exist animosity toward Chinese among Vietnam people that changed consumtion behavior towards foreign fruits. This research integrates animosity model developed by Klein (1998) with Theory of Planned Behavior (Ajzen, 1991) to create a modified animosity model. The empirical results showed the significant effects of animosity, ethnocentrism on attitude and purchase intentions as well as mutual relations among factors of two models. Study implications and suggestions for future research are also discussed.