Purpose

This study introduces and investigates the concept of consumer pandemic animosity to (1) develop and validate a scale (i.e. CPAS) to measure consumer animosity in the context of a health pandemic; and (2) identify the effects of pandemic animosity on consumer purchase intentions in the field of general consumption and tourism.

Design/methodology/approach

The CPAS factor structure was initially tested on a sample of 201 American consumers based on participant interviews and expert evaluations. This exploratory phase identified two factors, namely CPAS emotions and beliefs, which were subsequently supported in the confirmatory factor analysis. Measurement and configural invariance of CPAS and discriminant and nomological validity were confirmed in an independent sample of 303 American consumers. A new sample of 203 Canadian consumers was used to test the external validity of CPAS by controlling for other types of consumer animosity dimensions. Structural equation modelling was used to test the effects of CPAS on consumer purchase intentions in general product consumption and tourism.

Findings

This study contributes to expanding on the conceptualization of the consumer animosity construct that has been dealt with in economics, politics, culture and religion but never of a pandemic health crisis to date. Results indicate the psychometric soundness of the CPAS and the multifaceted nature of this construct by clearly identifying two levels of animosity (i.e. beliefs and emotions). Moreover, the structural model shows a significant and unique impact of pandemic animosity on consumer purchase intentions and travel intentions.

Originality/value

This is the first empirical study proposing a new scale to measure the consumer disposition of animosity developed due to a pandemic affecting the world. It also offers a new dimension to the typology of animosity proposed by Jung et al. (2002): intentionality (intention-driven vs non-intention-driven). This paper presents a number of propositions that serve to identify testable hypotheses amenable both to validation and usefulness.

中文翻译：

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消费者对流行病的敌意：规模开发和验证

目的

本研究引入并调查了消费者对流行病的敌意的概念，以 (1) 开发和验证一个量表（即 CPAS），以在健康流行的背景下衡量消费者的敌意；(2) 确定流行病敌意对一般消费和旅游领域消费者购买意愿的影响。

设计/方法/方法

CPAS 因素结构最初是根据参与者访谈和专家评估对 201 名美国消费者的样本进行测试的。这一探索阶段确定了两个因素，即 CPAS 情绪和信念，随后在验证性因素分析中得到支持。在 303 名美国消费者的独立样本中证实了 CPAS 的测量和配置不变性以及判别和法理效度。通过控制其他类型的消费者敌意维度，使用了 203 名加拿大消费者的新样本来测试 CPAS 的外部有效性。结构方程模型用于检验CPAS对一般产品消费和旅游中消费者购买意愿的影响。

发现

这项研究有助于扩展消费者敌意结构的概念化，该结构已在经济、政治、文化和宗教领域得到处理，但迄今为止从未涉及大流行性健康危机。结果表明 CPAS 的心理测量健全性和这种结构的多面性，通过清楚地识别敌意的两个层次（即信念和情绪）。此外，结构模型显示了流行病敌意对消费者购买意愿和旅行意愿的显着而独特的影响。

原创性/价值

这是第一项实证研究，提出了一个新的尺度来衡量由于影响世界的大流行而产生的消费者仇恨倾向。它还为 Jung等人提出的敌意类型学提供了一个新的维度。(2002)：意向性（意向驱动与非意向驱动）。本文提出了一些命题，这些命题用于确定可验证和有用的可检验假设。