earticle

영어

Despite general acceptance of the critical effects of hate toward a specific nation on customer response in the global market, the mechanisms underlying such effects have not been sufficiently confirmed. To fill this gap, this research considers three sub-components of hate, namely, historical hate, economic hate, and social hate, and tests the structural relationship among hate, country of origin (COO), purchase avoidance intention. Using survey data from 256 Koraen consumers recognizing Japan, we find that three sub-components of hate play different roles in the ‘hate→country of origin→purchase avoidance intention’. In particular, the COO does not mediate the historical hate-purchase avoidance intention. And the COO partially mediates the historical hate-purchase avoidance intention. In contrast, the COO fully mediates the social hate-purchase avoidance intention. Finally, this research also discusses the managerial and research implications.