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摘要：近年来，消费者敌意在国际贸易文化中作为影响消费者对国外产品的购买行为的一个决定性因素而吸引了广泛地关注，特别是日本生产的产品在中国的销售问题，中国的消费者因为受日本侵华、南京大屠杀等历史的深刻影响，在钓鱼岛事件的刺激下，产生了很大的地址日货的情绪，这使得日货在中国的销售进入了一个滑铁卢的时代。本文研究的主要目的有两个：一是为关于消费者敌意的研究提供有针对性的具体的资料，以便研究者在以后的研究过程中能够获得更多的资料；二是阐明中国消费者基于敌意是怎样影响对日货的购买行为的，并且对一些典型案例的分析，得出一些理论性的建议。抵制日货的概念在中国消费者的认知上还是很片面的，抵制日货的行动主要体现在汽车行业，消费者敌意的针对性很偏激，在化妆品和家电等行业，日本产品很受中国消费者的青睐，今年春节大量中国消费者赴日本过度消费购买马桶盖、家电等产品，和抵制日货的行为相矛盾，这在一定程度上说明，消费者敌意的产生主要是针对于战争和政治问题，其对日货的抵制行为实质上是一种情绪上的宣泄。探索消费者敌意对日货购买行为的研究发现：消费者敌意与抵制购买日货成正向关系，消费者敌意越大，抵制日货情绪越高；反之，则越小。并针对中国消费者因为抵制情绪而造成的社会混乱提出合理建议。38478
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毕业论文关键字： 消费者敌意；抵制日货；消费者购买行为
Relation of Consumer’s animosity and Japanese goods purchase behavior
Abstract: in recent years, consumers in international trade culture as hostile influence consumer buying behavior of foreign products of a decisive factor and attracted widely attention, especially the products of the Japan's sales in China, Chinese consumers because the Japanese aggression against China, the Nanjing massacre and other historical influence, under the stimulation of the DiaoYu islands event, had a great mood to the address of the Japanese goods, and this makes Japanese goods sales in China has entered a time of Waterloo. In this paper, we study the main purpose of the two: one is to research on consumer hostility to provide targeted specific data, so that the researchers in the research process to obtain more information; 2 it is to clarify the potential problems affecting consumer hostility, graphic consumer hostility to the buying behavior of Japanese goods structure, gives some theoretical opinions. Boycott of Japanese goods in China, the concept of consumer perceptions are one-sided, boycott Japanese goods action mainly embodied in the automobile industry, consumer hostile targeted very extreme, in cosmetics and household appliances and other industries, products are popular with Chinese consumers in Japan, this year the Spring Festival, a large number of Chinese consumers in Japan are overextended buy toilet cover, household appliances and other products, and the behavior of the boycott of Japanese goods, to some extent, this shows that consumers hostile mainly for war and political problems, its resistance patterns of behavior is a kind of emotional catharsis. To explore consumer hostility to the buying behavior of Japanese goods found that consumers hostility to resist Japanese goods into positive correlation, the greater the hostility to consumers, the higher the boycott of Japanese goods, the On the contrary, the smaller. And for Chinese consumers because of the resistance and cause social chaos put forward reasonable Suggestions.
Key Words: consumer animosity ； boycott of Japanese good; Purchase behavior
目 录
一、绪论 1
（一） 研究背景 1
（二） 研究意义 2
（三）研究方法 2
1.文献分析法 2