爱恨交织，你愿意去旅游吗？——消费者敌意、善意和矛盾情感对消费者出国旅游决策的影响机制研究

Consumers often have negative and positive affection toward a given country at the same time, how do they make outbound travel decisions at this moment? Answering this question is of great significance to further attract international consumers to travel to China. Study one uses in-depth interview, grounded theory, text mining and other research methods to explore the causes of Chinese consumers’ animosity and affinity toward Japan, Korea and America, as well as their relative importance; explore the causes of Japanese, Korean and American consumers’ animosity and affinity toward China, as well as their relative importance. Basing on the theory of ambivalence, on contradiction, regulatory focus theory, and social identity theory, study two uses experimental and questionnaire survey research method to explore the mediating effects of affective destination image and perceived risk on the influencing relationship between consumer animosity/affinity and consumers’ intentions to travel to target countries; explore the moderating effects of consumers’ regulatory focus and target-home country’s culture proximity on the above influences; comparatively analyze the total effects of consumer animosity and affinity under general and special circumstances respectively. Basing on the theory of ambivalence, on contradiction, the theory of cognitive dissonance, the theory of dialectical and formal logical thinking, regulatory focus theory, and social influence theory, study three uses experimental research method to explore the moderating effect of tolerance for ambiguity on the formation of consumer ambivalence; explore the mental mechanism of how ambivalent consumers ease their ambivalence and reduce their dissonance in their outbound travel decisions. This project sheds new light on further enriching theoretical researches on consumer animosity and affinity, as well as further extending the applications of the theory of ambivalence, on contradiction, regulatory focus theory, social identity theory, the theory of cognitive dissonance, the theory of dialectical and formal logical thinking, and social influence theory in the research field of cross-culture tourism marketing.

消费者常对特定国家同时持有消极与积极情感，此时他们如何进行出国旅游决策？解答该问题对进一步吸引国际消费者来华旅游非常重要。研究一使用扎根理论与文本挖掘等方法，探索中国消费者对日韩美产生敌意与善意的原因及其相对重要性，以及日韩美消费者对中国产生敌意与善意的原因及其相对重要性。研究二基于调节聚焦与社会同一性等理论，使用问卷调查与实验法，探索情感目的地形象与感知风险对消费者敌意/善意对赴目标国旅游意向的影响的中介作用；探索消费者调节聚焦与目标国-母国文化接近性对上述影响的调节作用；在一般及特殊情形下，比较消费者善意与敌意的总效应强弱。研究三基于矛盾态度与认知失调等理论，使用实验法，探索模糊容忍度对消费者矛盾情感形成的调节作用；探索矛盾的消费者在出国旅游决策中减少失调的心理机制。本项目将进一步丰富消费者敌意与善意理论研究，进一步扩展矛盾态度、认知失调和调节聚焦等理论在跨文化旅游营销研究领域的应用。

消费者对特定国家目的地常持有矛盾的态度。然而，其他学者尚未研究消费者善意与敌意对消费者出国旅游决策的共同影响；尚未探讨消费者对特定国家目的地的矛盾态度的形成机理及其对出国旅游决策的影响机制；也未探索矛盾的消费者如何在出国旅游决策过程中缓解矛盾态度。基于此，本项目主要开展三项研究。研究一：消费者敌意与善意的影响因素。研究二：消费者敌意与善意对消费者赴目标国旅游意向的影响机制。研究三：消费者对特定国家目的地的矛盾情感的形成机理与缓解机制。研究结果显示：第一，将消费者善意与敌意作为形成性构念开展实证研究，结构模型具有更强的解释力。第二，消费者善意与敌意不是同一个构念的两极，而是两个不同的构念，两者共同影响出国旅游决策。第三，国家目的地形象对消费者善意与旅游意向之间的关系起中介作用；感知风险对消费者善意/敌意与旅游意向之间的关系起中介作用；文化接近性能在一定程度上减弱消费者敌意对旅游意向的消极影响。第四，当消费者对特定国家的敌意与对该国作为旅游目的地的善意均到达或超过一定强度（即两者取值范围的中位数）且大致相当时，消费者对该国家目的地能形成较强烈的矛盾态度。消费者的模糊容忍度越高，越容易形成上述矛盾态度；消费者正念水平越高，越难以形成上述矛盾态度。第五，在出国旅游决策中，消费者对特定国家目的地的矛盾态度会引发情感耗损，进而降低旅游意向。第六，在出国旅游决策中，矛盾的消费者的主要动机是减少由失调引发的心理不适，但不同思维模式与调节聚焦的消费者的矛盾态度缓解策略不同，其最终的出国旅游决策也不同。本项目主要的理论意义在于将消费者矛盾态度这一构念引入消费者出国旅游研究领域，进一步发展了矛盾态度理论，进一步丰富了消费者善意、敌意和旅游的理论研究。