What question did this study set out to answer?

This research aims to explore the influence of animosity on online purchase intentions and the mediating role of cognitive dissonance.

December 10, 2025Asia-Pacific Journal of Business Administration

How country-of-origin (COO) image and eWOM credibility buffer the effects of animosity and cognitive dissonance on online purchase intentions

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Authors

SXShufeng XiaoQinghai University TRTaewoo RohSoonchunhyang University HPHannah ParkJeju International University

Discussion

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Implication

Study demonstrates how country-of-origin and eWOM influence online purchase intentions in Korean consumers, suggesting strategies to mitigate animosity effects.

Key Points

This research aims to explore the influence of animosity on online purchase intentions and the mediating role of cognitive dissonance.
Used two-wave survey data from 150 Korean consumers
Employed partial least squares structural equation modeling (PLS-SEM) for analysis
Examined the moderating effects of COO image and eWOM credibility
Animosity increases cognitive dissonance, reducing online purchase intention
COO image moderates the effect of animosity on cognitive dissonance among high-frequency buyers
eWOM credibility did not significantly impact purchase intentions in the context of animosity

Cite This Study

Xiao et al. (2025) studied this question.

synapsesocial.com/papers/69401d412d562116f28f84ab https://doi.org/10.1108/apjba-07-2025-0562

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Implication

Study demonstrates how country-of-origin and eWOM influence online purchase intentions in Korean consumers, suggesting strategies to mitigate animosity effects.

How country-of-origin (COO) image and eWOM credibility buffer the effects of animosity and cognitive dissonance on online purchase intentions

Discussion

Member takes

Implication

Key Points

Cite This Study

How country-of-origin (COO) image and eWOM credibility buffer the effects of animosity and cognitive dissonance on online purchase intentions

Discussion

Member takes

Implication

Key Points

Cite This Study

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