消费者敌意、善意和矛盾态度对消费者出国旅游意向的影响机制:文化接近性的调节作用  

The Impact Mechanism of Consumer Animosity,Affinity and Ambivalence on Consumers' Outbound Travel Intentions: The Moderating Effects of Culture Proximity

作　　者：杨一翁[1,2] 孙国辉[3,4] 童泽林[1] YANG Yi-weng;SUN Guo-hui;TONG Ze-lin

机构地区：[1]北方工业大学经济管理学院 [2]新疆财经大学新疆企业发展研究中心 [3]中央财经大学商学院 [4]中央财经大学

出　　处：《中央财经大学学报》2018年第6期94-105,共12页Journal of Central University of Finance & Economics

基　　金：北京市社会科学基金青年项目"数字时代下北京城市品牌形象定位及传播研究"(17GLC068);国家自然科学基金项目"本国消费者对品牌跨国慈善行为评价的机制;边界及应对策略:差序公正视角"(71772003);国家自然科学基金项目"反恐维稳背景下新疆区域形象的维度与形成机制研究"(71662031);新疆维吾尔自治区普通高等学校人文社会科学基地基金项目"新疆纺织企业竞争力研究"(050215C01);北方工业大学青年拔尖人才培育计划"基于互联网的品牌创新研究"(XN018037);北方工业大学优势学科项目(18XN047)

摘　　要：旅游消费者对特定国家同时持有善意与敌意时如何进行出国旅游决策?现有文献中尚无有关消费者善意与敌意二者同时对其出国旅游决策的影响及其边界条件方面的讨论,也无人探索消费者矛盾态度对其出国旅游决策的影响问题。笔者基于矛盾态度理论与社会同一性理论,构建消费者善意、敌意和矛盾情感态度对其赴目标国旅游意向的影响机制模型,采用问卷调查法收集数据,运用结构方程模型和调节效应分析处理数据,探索消费者善意、敌意以及由二者产生的消费者矛盾情感态度对其赴目标国旅游意向的影响机制,同时探索目标国—母国文化接近性所发挥的调节作用。研究发现:消费者善意对其赴目标国旅游意向的正向总效应远强于消费者敌意与矛盾情感态度的负向总效应;人际与家庭文化接近性减弱消费者敌意对其赴目标国旅游意向的负向影响。研究结果表明:消费者善意与敌意同时影响其出国旅游决策,但消费者善意起主导作用;文化接近性是消费者敌意对其出国旅游决策的影响的边界条件。Tourist consumers often have affinity and animosity toward given countries at the same time,how do they make outbound travel decisions at this moment？ Few literatures have explored the combined influences of consumer affinity and animosity on consumers＇ outbound travel decisions,as well as their boundary conditions. Few literatures have explored the influence of consumer ambivalence on consumers＇ outbound travel decisions. Basing on ambivalence theory and social identity theory,we develop an impact mechanism model of consumer affinity,animosity and ambivalence on their intentions to travel to target countries. We collected data through questionnaire-based survey. We conducted data analyses with structural equation modeling and analyses of moderating effects. Our core job was to explore the impact mechanism of consumer affinity,animosity and ambivalence generated by the two affections on consumers＇ intentions to travel to target countries,as well as explore the moderating effects of target-home country＇s culture proximity. We found that the total positive influence of consumer affinity on consumers＇ intentions to travel to target countries was much stronger than the total negative influences of consumer animosity and ambivalence; interpersonal and family culture proximity reduced the negative influence of consumer animosity on consumers＇ intentions to travel to target countries. Our results indicate that consumer affinity and animosity influence consumers＇ outbound travel decisions at the same time,but consumer affinity plays a leading role; target-home country＇s culture proximity is the boundary condition of consumer animosity＇s influence on their outbound travel decisions.

关 键 词：消费者善意 消费者敌意 消费者矛盾态度 消费者出国旅游决策 文化接近性 

分 类 号：F276.7[经济管理—企业管理]