Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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The Effect of Animosity Type on Consumer Cognition and Consumption Behavior Direction : Based on the Moderating Role of Fear of Missing Out

국가간 적대감 유형이 소비자 인지와 소비행동 방향에 미치는 영향 : 고립공포감의 조절효과를 중심으로

  • Il-Hwan Ma (Department of International Business and Trade, Kyunghee University)
  • Received : 2022.10.12
  • Accepted : 2022.10.30
  • Published : 2022.10.30
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Abstract

The purpose of this study aims to investigate how consumer awareness and purchasing behavior are affected by the type of animosity against the nation. This study classified animosity into three categories: sociocultural, economic, and war-based. Additionally, the consumer's cognition toward animosity was split into two categories-empathic concernt and personal distress-and the direction of consumption behavior was split into two categories-individual brand avoidance behavior and collective bandwagon behavior. The concept of Fear of Missing Out (FoMO) was introduced for the direction of consumption behavior, further validating the moderating impact. Structural equation modeling method was used to measure the general consumption behvior of Korean consumers' animosity. The results were analyzed using a total of 279 samples. As a result, animosity motivated by war and by economics had a substantial impact on empathic concern, while animosity motivated by socioculture had a significant impact on personal distress. Personal distress had a good impact on an individual's brand antipathy behavior, which in turn led to brand dislike and avoidance. Empathic concern also had a positive impact on the phenomena of group sympathy, which leads to identification of conduct and social conformity. Also, it was proven that the group that had a high level of FoMO reacted strongly to the phenomenon of group collective behavior.

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References

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