鉴于近来与外国(如日本)冲突所激发的我国消费者敌意与民族中心主义倾向,以及青少年消费者的重要性,本研究着重研究青少年对日、美敌意影响国产品牌购买意愿的机制。研究表明,对日、美消费者敌意促进国产品牌购买意愿;消费者敌意的促进效应经由消费者民族中心主义发生;而对日敌意加强民族中心主义对国内品牌购买意愿的影响力。 In view of the recent consumer hostility and ethnocentrism in China, as well as the importance of young consumers, triggered by the recent conflicts with foreign countries (such as Japan), this study focuses on the mechanisms by which adolescents hostile to Japan and the United States affect their willingness to buy domestically. The research shows that the hostility of Japan and the United States promote the purchase intention of domestic brands; the promotion effect of consumer hostility occurs through consumer ethnocentrism; and hostility toward Japan strengthens the influence of ethnocentrism on domestic brand purchase intention.