National Emotion And Trade Tendency: Does Psychological Trade Barrier Exist?

Report to the Eighteenth National Congress of the Communist Party of China points out that not only the person’s basic needs, but also the person’s dignity, feelings and thoughts should be paid attention to. It means that the humanistic concern has been attached more importance to. Besides rational thinking, people have abundant emotion. Behavior is often affected by the psychological and emotional factors.Under the background of transnational operation which has become “New Normal”, free trade makes people have more choices when shopping. But economic globalization is not as the same as consumption globalization. On the contrary, economic globalization is sometimes backfire, causing some consumers antipathy towards imports, thereby strengthening the influence of national enterprises. Consumption decision of people depends on various factors. National emotion is an important and irrational factor, which influences purchase intention of consumers. Nowadays, the competition of the international market situation transformation, where people is surrounded by goods from different countries, with different brands, consumer connotation is gradually from the "material" level sublimation to the "spirit", a kind of social psychological invisible barriers to trade affect the global consumer purchase decision more and more profoundly. Facing different products at home and abroad, people may ignore the rational purchase elements such as price, performance, and will give more support and national brand preference.Based on 400 questionnaires from people with different professions 、consumption ability、age groups in our country and a large amount of relevant literature both at home and abroad, the paper analyzes the national emotion, psychological trade barriers, and the inner link between them. The paper carries on the descriptive statistical analysis on the population of respondents. Besides, the paper uses the correlation analysis, regression analysis and structural equation model to explore, including consumer national centralism, attitude towards foreign product, country of origin effect, herd mentality, and foreign product quality perception to the influence of foreign product purchase intention.At the same time, the paper verifies the national emotion and trade tend to be the impact on the psychological trade barriers. Results show that consumers’ national centralism has negative correlation to foreign product purchase intention, and attitude towards foreign product, country of origin effect don’t have direct influence on foreign product purchase intention, but they can cause indirect influence through foreign product quality perception. In addition, the herd mentality not only directly affects foreign product purchase intention, but also indirectly affects foreign product purchase intention through the foreign product quality perception. Which means under the catalysis of national emotion, trade tendency really can be converted into the psychological trade barriers, and psychological trade barriers is the amplification effect of national emotion and trade tendency. Three aspects of conformity, which are informational influence, the standardization of obedience and the expression of value, under the guidance of social ethos of public opinion, will have a significant impact on psychological trade barriers. Finally, on the basis of the conclusion, this paper puts forward some suggestions, which includes in the increasingly fierce trade competition, how to maintain trade interests, improve competitive advantage, reasonably guide the psychological trade barriers.