近年來全球民族主義高漲，導致消費者敵意增加，本研究以台灣消費者對於中國手機品牌OPPO與小米為例，探討消費者敵意對品牌態度與購買意願的影響。實證結果發現，消費者敵意確實會負向影響消費者對於來自敵意國產品的品牌態度，進而影響其購買意願；但其負面影響可藉由敵意國個別品牌建立正面的品牌形象而降低。產品品質、企業社會責任與品牌在地化等企業品牌形象，皆有助於減弱消費者敵意的衝擊；其中，產品品質形象是最關鍵的影響因素。本研究提醒進入國際市場的全球品牌，必須認識「消費者敵意」這個隱藏性構念，建議在母國除了積極建立優質的產品品牌形象外，亦須致力經營企業品牌形象，增進母國消費者對於來自敵意國品牌持正面的品牌態度。
In recent years, the rise of global nationalism has led to an increase in consumer animosity. This study takes Taiwanese consumers towards Chinese mobile phone brands OPPO and Xiaomi as examples to explore the impact of consumer animosity on brand attitudes and purchase intentions. Empirical results show that consumer animosity does have a negative impact on consumers' attitudes towards brands from hostile countries, and thus their purchase intentions; however, its negative impact can be reduced by es-tablishing a positive brand image for individual brands in hostile countries. Corporate brand image, such as product quality, corporate social responsibility and brand localiza-tion, all help to weaken the impact of consumer animosity; among them, product quality image is the most critical influencing factor. This study reminds global brands entering the international market that they must understand the hidden construct of consumer animosity. It is recommended that in addition to actively establishing high-quality product brand images in the host country, they must also strive to manage corporate brand images and enhance consumers’ positive brand attitude towards brands from hos-tile countries.
