Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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The Effect of Situational Consumer Animosity on Consumer Attitudes and Behavior-Focused on the Moderating Effect of Cultural Internalization

상황적 소비자 적대감이 소비자 태도 및 행동에 미치는 영향-문화 내재화의 조절효과를 중심으로

  • Seongju Bae (Graduate School of Business, Hankuk University of Foreign Studies) ;
  • Myung-Su Chae (College of Business, Hankuk University of Foreign Studies)
  • 배성주 (한국외국어대학교 대학원) ;
  • 채명수 (한국외국어대학교 경영대학)
  • Received : 2022.05.16
  • Accepted : 2022.06.28
  • Published : 2022.06.30
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Abstract

This study tried to verify the effect of situational consumer animosity on consumer attitudes and behaviors with the moderating effect of cultural internalization. For this purpose, 460 valid survey data were collected from Koreans. The causal and regulatory relationships between the variables were analyzed through confirmatory factor analysis and structural model analysis using AMOS with the collected data. It was confirmed that the national situational animosity had a negative effect on quality evaluation, while personal situational animosity did not. Also, the positive relationship between quality evaluation and purchase intention was confirmed. In addition, it was found that internalization of individual culture moderates the effect of quality evaluation on purchase intention.

Keywords

Acknowledgement

This work was supported by Hankuk University of Foreign Studies Research Fund of 2021.

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