일본에 대한 소비자 적대감이 품질 평가에 미치는 영향 = The Effect of Consumer Animosity toward Japan on Quality Evaluation

다국어 초록 (Multilingual Abstract)

This study tried to empirically verify the effect of consumer animosity on consumer attitude. To this end, the effects of perceived military, economic, and political conflicts in the aspect of cognitive evaluation on the expressive anger and intrinsic avoidance of emotional responses and the effects of these emotional responses on product quality evaluation, which is consumer attitude, were examined. The hypothesis test results based on 352 survey questionnaires shows that the economic conflict with Japan perceived by Korean consumers has a positive effect on the expressive anger and intrinsic avoidance, whereas political conflict had a positive effect on expressive anger, but a negative effect on intrinsic avoidance. In addition, military conflict did not affect expressive anger and intrinsic avoidance. On the other hand, it was found that expressive anger had a negative effect on consumer attitude in quality evaluation, while intrinsic avoidance had a positive effect.

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