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

초록

PurposeThis study investigates how animosity between nations influences consumers' online purchase intentions, focusing specifically on Korean consumers' responses to Japanese products. It examines the mediating role of cognitive dissonance and the moderating effects of country-of-origin (COO) image and electronic word-of-mouth (eWOM) credibility in this process.Design/methodology/approachDrawing on animosity theory, a conceptual framework is proposed and empirically tested using two-wave survey data collected from 150 Korean consumers. Partial least squares structural equation modeling (PLS-SEM) is employed to analyze the relationships among animosity, cognitive dissonance, COO image, eWOM credibility and purchase intention through the internet.FindingsResults reveal that animosity significantly increases cognitive dissonance, which in turn reduces the purchase intention through the internet. Cognitive dissonance was originally conceptualized as a post-purchase phenomenon. However, subsequent research has acknowledged that, in morally or politically sensitive situations, anticipated dissonance can also occur before a purchase decision is made (i.e. pre-purchase). COO image positively moderates the effect of animosity on dissonance, particularly among high-frequency online buyers. However, the moderating role of eWOM credibility was not statistically significant, suggesting that trust in online reviews may not override deeply held identity-based tensions.Practical implicationsManagers operating in politically sensitive markets should adopt identity-conscious strategies. First, apolitical branding-such as emphasizing universal values, ethical themes or local endorsements-can lower psychological resistance. Second, COO cues should be applied cautiously, as favorable images may aggravate moral tension in the presence of animosity. Third, digital campaigns relying on eWOM should account for its limited efficacy under identity conflict. Finally, segmenting consumers by digital experience (e.g. purchase frequency) may help tailor interventions more effectively.Originality/valueThis study contributes to the literature by extending animosity theory into the digital domain and revealing cognitive dissonance as a central mechanism linking interstate hostility to consumer resistance. It challenges conventional assumptions regarding the buffering role of COO image and eWOM, providing nuanced insights into consumer behavior in politically sensitive international markets.

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