The Research On Influence Of Animosity To Me Generation Consumers In China

Along with the globalization, consumers in China are exposed to more and more brands. Researchers and marketers wish to understand what factors are related to product judgments. It has been a long period of having the unique relationship between China and Japan. In such an environment, it is important to understand China consumers' attitude towards products form Japan for researchers and marketers not only in China and Japan but also in other countries. According to the market segments in Wang Haizhong' s study, we research the consumer ethnocentrism and animosity model of product judgments and willingness to buy, making the me generation the samples. Here are the results we get: consumer ethnocentrism has no impact on willingness to buy but negative one on product judgments, animosity has no impact on product judgments, only one factor of animosity, which is economic animosity, has negative impact on willingness to buy. These are different form previous conclusions. For Netemeyer, consumer ethnocentrism has negative impact on both product judgments and willingness to buy. For Klein, animosity has a negative impact on willingness to buy but no impact on product judgments. For marketers in China, they will try to improve the impact of consumer ethnocentrism; for Japan ones, they will try to avoid economic animosity; for others, they should also be careful of animosity.