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The boycott model of foreign product purchase: an empirical test in China

Author

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  • Malcolm Smith
  • Qianpin Li

Abstract

Purpose - The primary purpose of this paper is to investigate and ascertain the effects of integrative motivation on the willingness to participate in boycott activities. Design/methodology/approach - This paper uses a mail survey to examine the relationships among six constructs in a boycotting issue context, in order to explore Chinese consumers' willingness to boycott against Japanese products or services with the fallout from a Japanese former PM's continuous visits to a controversial war shrine since 2001. Findings - The findings suggest that there are significant and positive pairwise relationships between boycott participation and three factors (i.e. animosity, efficacy, and prior purchase). High animosity towards Japanese goods and the other two constructs, at the high end of the attitude spectrum, increase the level of willingness to engage in consumer boycott practices. Practical implications - Consumer boycotts are a worldwide and historic phenomenon in modern society. As the number of protests grows and as local authorities recognize the economic and political impact of such activities, then multinational companies (MNCs) and host countries begin to see the historic and cultural perspective of these events in addition to the conventional consumer behaviour perspective. To enable boycotting to become less harmful, MNC management need to understand what makes local consumers so affronted. The results of the evaluation can potentially be generalized towards a strategic analysis of the boycott model in other hostile market situations. Originality/value - The findings of this paper offer pivotal implications for decision makers and the management of those Western multinational enterprises who are concerned with increasing their share of the world's largest consumer market. In particular, Japanese MNCs need to pay much more attention to the oppressed and potentially explosive emotion of animosity as the legacy of past conflicts (i.e. war, economic, political, etc.) between Japan and China.

Suggested Citation

  • Malcolm Smith & Qianpin Li, 2010. "The boycott model of foreign product purchase: an empirical test in China," Asian Review of Accounting, Emerald Group Publishing Limited, vol. 18(2), pages 106-130, July.
    • Handle: RePEc:eme:arapps:v:18:y:2010:i:2:p:106-130
    DOI: 10.1108/13217341011059381
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    References listed on IDEAS

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    1. Hui, Michael K. & Au, Kevin, 2001. "Justice perceptions of complaint-handling: a cross-cultural comparison between PRC and Canadian customers," Journal of Business Research, Elsevier, vol. 52(2), pages 161-173, May.
    2. Gelb, Betsy D., 1995. "More boycotts ahead? Some implications," Business Horizons, Elsevier, vol. 38(2), pages 70-76.
    3. Sen, Sankar & Gurhan-Canli, Zeynep & Morwitz, Vicki, 2001. "Withholding Consumption: A Social Dilemma Perspective on Consumer Boycotts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 399-417, December.
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    Cited by:

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    2. Teo Poh Chuin & Mohamad Osman, 2017. "The Impacts of Worldmindedness and Nationalism on Students? Attitude and Purchase Intention towards Portable Consumer Electronics: A Cross-National Study," Proceedings of Business and Management Conferences 5607145, International Institute of Social and Economic Sciences.
    3. Durmus YÖRÜK & Cantürk KAYAHAN & Ilkin YARAN ÖGEL, 2016. "Attitudes of Turkish Consumers toward Foreign Products in Political Crises Period," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 5-13.
    4. Bayad Jamal Ali, 2021. "Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 504-523, June.
    5. Monika Kavaliauske & Edita Simanaviciute, 2015. "Brand Avoidance: Relations Between Brand-Related Stimuli And Negative Emotions," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 6(1).
    6. Hino, Hayiel, 2023. "More than just empathy: The influence of moral emotions on boycott participation regarding products sourced from politically contentious regions," International Business Review, Elsevier, vol. 32(1).

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