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| The Study of the Effect of Consumers Affinity on the Spread of Product Word of Mouth and Negative Information Resistance |
| HE Aizhong，GAO Jie |
| Hunan University, Changsha， China |
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Abstract Based on social identity theory and emotional attachment theory, this study takes Consumer Xenocentrism as a moderator variable to investigate the impact of consumer affinity on positive word-of-mouth and negative information resistance from the perspective of product emotion and evaluation. The questionnaire is adopted in this research and it collects 824 valid data from six cities in the eastern, central and western China. This research takes search goods and experience goods as objective respectively. The structural equation model and the Bootstrap method are used to test the model. The results show that: consumers affinity significantly affects the product evaluation and emotion, and product emotion has a positive influence on product evaluation. Tthe product evaluation and emotion are independently and jointly mediate the effect of consumer affinity on positive word-of-mouth and negative information resistance. Consumer Xenocentrism significantly moderates the positive effect of consumer affinity on product emotion and product evaluation. The effect of consumers affinity on the mechanism of product evaluation，product emotion，positive word-of-mouth and negative information resistance does not significantly differ between search goods and experience goods.
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Received: 01 March 2018
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