Formative measurement structure of consumer animosity: The case of Vietnamese consumers towards Chinese products

Abstract

Research on animosity in Vietnamese consumer behavior has yet to be extensively conducted. Regarding measurement structure, consumer animosity is a latent construct with a formative structure. However, studies in Vietnam predominantly use a reflective structure, indicating a mismatch between the structure and theoretical definition. This study aims to examine the causal measurement structure of the concept of consumer animosity and test its influence on willingness to purchase. The study was conducted with a preliminary survey of 180 customers in August 2023, followed by a formal survey of 200 customers in September 2023. The results from the analysis of 174 valid survey responses met the requirements, confirming the appropriateness of the causal measurement structure for assessing the concept of consumer animosity. The study identified two dimensions consumer animosity dimensions: cultural and pandemic animosity. The results of the nomological validity test affirmed the inverse relationship between consumer animosity and willingness to purchase products from the target country, consistent with previous studies. Future research should utilize the causal measurement structure to assess consumer animosity comprehensively and accurately. Several implications can be drawn: (1) Chinese investors, businesses, and entrepreneurs should pay attention to the cultural behavior towards Vietnamese consumers, and (2) Vietnamese consumers may become less concerned about negative emotions as the consequences of the COVID-19 pandemic are resolved.