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http://dx.doi.org/10.5850/JKSCT.2010.34.12.1992

The Positive Emotion Elicitation Process of Chinese Consumers Toward a U.S. Apparel Brand -A Cognitive Appraisal Perspective-  

Kang, Ji-Hye (Dept. of Clothing & Textiles, Yonsei University)
Jin, Byoung-Ho (Dept. of Consumer, Apparel & Retail Studies, The University of North Carolina at Greensboro (UNCG))
Gavin, Mark (Dept. of Management, Oklahoma State University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.34, no.12, 2010 , pp. 1992-2005 More about this Journal
Abstract
Emotion directly affects consumer buying behavior. This study examines Chinese consumers' emotion elicitation process toward a U.S. apparel brand in the Chinese market. Employing a cognitive appraisal theory, this study proposed and tested a conceptual model incorporating three factors of consumer global orientation as antecedents of consumer emotion and purchase intention as a consequence of emotion. Among the ten proposed hypotheses, eight were supported. Of the three antecedents of consumer emotion, exposure to global mass media and cultural openness positively increased Chinese consumers' appraisals of a U.S. apparel brand. Unlike these two antecedents, the effects of exposure to mass migration on consumer appraisals were found to be non significant. The relationships between appraisal dimensions and positive emotion were all supported. Finally, this study confirmed that positive emotions increased Chinese consumers' purchase intentions of a U.S. apparel brand. Theoretical and managerial implications were discussed based on the findings.
Keywords
Cognitive appraisal theory; Emotion; Chinese consumer; Foreign brand;
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