Department of Management, School of Business, Macau University of Science and Technology, Macao, China.
Department of Management and Marketing, University of Macau, Macao, China.
Psych J. 2021 Aug;10(4):649-667. doi: 10.1002/pchj.448. Epub 2021 Apr 18.
In a number of emerging markets such as China, native consumers may avoid certain domestic products when foreign products are available. However, the studies on the unfavorable attitudes toward the products of one's own country are not sufficient. This article aims to develop a construct to explain this phenomenon. The measurement scale was developed and validated using responses from 318 Chinese consumers with respect to electronics and clothing. The judgment sampling method produced representative distributions in terms of age and gender. The items were first generated and refined based on the content validity. Exploratory factor analysis, confirmatory factor analysis, and convergent and discriminant validity were then established. Finally, this study investigates relationships among consumer repulsion, domestic product ownership, and negative word of mouth, to confirm the nomological validity. This study develops a construct-consumer repulsion-that can be used to articulate native consumers' unfavorable attitudes toward domestic products from consumers' individual identity-expressiveness perspective. First, this study develops a scale for consumer repulsion. The scale shows good reliability, unidimensionality, convergent validity, discriminant validity, and nomological validity. The scale helps explain the nature and impact of country biases, and integrates and expands current studies in this field, which should prove helpful in further research on this topic. Furthermore, this study proposes a three-dimensional model of consumer repulsion consisting of affective repulsion, cognitive repulsion, and conative repulsion. Finally, these findings have shown that linking domestic products to social identity and self-identity will likely influence domestic product ownership and word of mouth of native consumers.
在一些新兴市场，如中国，当有国外产品可供选择时，本土消费者可能会避免购买某些国内产品。然而，对于本国产品的不利态度的研究还不够充分。本文旨在构建一个解释这种现象的概念。该测量量表是通过 318 名中国消费者对电子产品和服装的反应来开发和验证的。判断抽样方法在年龄和性别方面产生了代表性分布。这些项目首先根据内容有效性生成和精炼。然后进行了探索性因素分析、验证性因素分析以及收敛和判别有效性，以确认规范有效性。最后，本研究调查了消费者排斥、国产产品所有权和负面口碑之间的关系，以确认理论有效性。本研究从消费者个体认同表达的角度构建了一个概念——消费者排斥，用于表达本土消费者对国产产品的不利态度。首先，本研究开发了一个消费者排斥的量表。该量表具有良好的可靠性、单一维度、收敛有效性、判别有效性和规范有效性。该量表有助于解释国家偏见的性质和影响，并整合和扩展了该领域的现有研究，这对进一步研究这一主题应该是有帮助的。此外，本研究提出了一个由情感排斥、认知排斥和行为排斥组成的消费者排斥的三维模型。最后，这些发现表明，将国产产品与社会认同和自我认同联系起来，可能会影响本土消费者对国产产品的所有权和口碑。
