The Study Of The Effect Of Consumers Affinity On The Spread Of Product Word Of Mouth And Negative Information Resistance

In the context of the rapid development of global economy and the rising purchasing power of consumers,how to develop foreign market is the important theme of global brand marketing strategy,and also an important issue in the field of consumer behavior and international marketing.Consumer behavior is not only influenced by objective attributes of products,but also influenced by the subjective attitude of the source countries.There is a lack of research on the influencing mechanism and effect of consumer affinity at home and abroad currently.This study is to explore the impact of consumer affinity on product emotion,cognitive evaluation,the spread of word-of-mouth and negative information resistance.Based on social identity theory and attachment theory,this paper takes Consumer Xenocentrism as moderator variable to investigate the impact of consumer affinity on positive word-of-mouth and negative information resistance from the perspective of emotion and cognition.The questionnaire is adopted in this research and it collects 824 valid data from six cities,coming from the East,central and West of China.This research takes search goods and experience goods as objective respectively.The structural equation model and the Bootstrap method are used to test the model.The results show that:(1)consumer affinity significantly affects the product evaluation and emotion,and product emotion has a positive influence on product evaluation products.(2)the product evaluation and emotion are independently and jointly mediate the effect of consumer affinity on positive word-of-mouth and negative information resistance.the jointly mediation effect of product evaluation and product emotion is greater than the independent mediation effect of product evaluation or product emotion.(3)consumer Xenocentrism significantly moderates the positive effect of consumer affinity on product emotion and product evaluation.(4)the effect of consumer affinity on the mechanism of product evaluation,product emotion,positive word-of-mouth and negative information resistance does not exist significant differences between search goods and experience goods.This study empirically studies how consumer affinity affects consumers' willingness of positive word-of-mouth spreading and negative information avoidance.The expectation can make up for the deficiency of existing research to some extent,further enrich the research of consumer affinity theory,and provide reference and advice for enterprises to formulate international market strategy.