Purpose

Because of its omission of social influences, conventional animosity research has failed to sufficiently consider consumption context. To address this limitation, this research constitutes two interrelated parts: (a) investigating how normative influences (value-expressive and utilitarian influences) shape consumers’ animosity attitudes and purchase intentions; and (b) building on the normative influence perspective and separating consumption context into purchase (online vs. offline) and usage (private vs. public) contexts. The goal was to examine under the condition of preference conflict, how consumption contexts with different degrees of behavioral exposure affect purchase decisions.

Design/methodology/approach

One pretest, one survey and one experiment were conducted to empirically validate the proposed research model.

Findings

In an international crisis, consumers’ attitudes and behaviors were socially determined. Moreover, the online purchase with private usage (offline purchase with public usage) condition resulted in the highest (lowest) level of purchase intention.

Originality/value

This research pioneers in the animosity literature to identify the possibility of preference conflict in a situational international crisis, and to more delicately separate the conventional consumption context into purchase and usage contexts.

中文翻译：

---

国际危机中的敌意、偏好冲突和消费背景：规范影响视角

目的

由于遗漏了社会影响，传统的仇恨研究未能充分考虑消费背景。为了解决这一局限性，本研究由两个相互关联的部分组成：（a）调查规范影响（价值表达和功利影响）如何塑造消费者的敌意态度和购买意图；(b) 基于规范影响的观点，将消费环境分为购买（在线与离线）和使用（私人与公共）环境。目的是研究在偏好冲突的情况下，不同程度的行为暴露的消费环境如何影响购买决策。

设计/方法/方法

进行了一项预测试、一项调查和一项实验，以对所提出的研究模型进行实证验证。

发现

在国际危机中，消费者的态度和行为是由社会决定的。此外，私人使用的在线购买（公共使用的离线购买）条件导致购买意愿的最高（最低）水平。

原创性/价值

这项研究在敌意文献中开创了先河，以确定在情境国际危机中偏好冲突的可能性，并将传统的消费环境更精细地划分为购买和使用环境。