The Affect Between Situational Animosity And Consumer Ethnocentrism

In February 2017,Lotte group approved the agreement about providing land for the deployment of "THAAD System" to South Korea,triggering strong complaints from Chinese consumers,a large number of Chinese consumers boycott the Lotte products.A few weeks later,about half of the Lotte supermarkets collapse,many Chinese travel agent to cancel the Korea tourism projects,Shares in south Korean companies,represented by Amore Pacific group and LG,fell 13% and 8%,respectively.It can be seen that THAAD incident has triggered a certain degree of animosity between Chinese consumers and Korean brands.Will this situational animosity cause Chinese consumers to boycott Korean brands? If so,what is the impact mechanism?Based on " THAAD event" as the background,this paper built theory model by reading related literature: Situational Animosity as independent variable;Consumer Boycott Behavior as the dependent variable;Brand Trust and Psychological Affect as intermediary variables;Consumers Ethnocentrism as adjustment variable between Situational Animosity and brand trust and psychological Affect.so as to explore the affect mechanism between Situational Animosity and Consumer Boycott Behavior.We collected 206 valid sample data through questionnaire survey.The empirical analysis was conducted by SPSS 17.0 and AMOS 24.The results found that: Firstly,Situational Animosity positively affects Consumer Boycott Behavior and Psychological Affect,while negatively affects Brand Trust;Secondly,Brand Trust negatively affects Consumer Boycott Behavior.In addition,Psychological Affect positively affects Consumer Boycott Behavior;Thirdly,Brand Trust and Psychological Affect have intermediary role between Situational Animosity and Consumer Boycott Behavior;Fourthly,Consumer Ethnocentrism has a moderating effect between Situational Animosity and Psychological Affect,while doesn't have moderating effect between Situational Animosity and Brand Trust.Based on the discussion and analysis of the research results,it provides marketing Suggestions for Chinese Korean enterprises about how to reduce the negative impact of situational hostility,it also provides advice and inspirat ion for other transnational enterprises when enter foreign markets.