Connecting Hedonic Emotions, Perceived Quality, and Product Interest with Perceived Status Symbol and Repurchase Intention: The Moderating Roles of Individualism and War Animosity

Articles in Press

Document Type : Research Paper

Authors

1 Amity University Noida

2 Amity University Noida India

10.22059/ijms.2025.385818.677182

Abstract

Do individuals perceive any status with the quality of decorative rope lights? This study addresses the antecedents of this perceived status. It further examines how animosity and individualism affect their intention to repurchase foreign products in an emerging Asian market. Surveys were conducted on Indian consumers' animosity toward Chinese products. The ideologies of structural equation modelling analysed the measurement and the structural models, while the process model tested the moderation effect. Product interest, quality, and hedonic emotions jointly act as stimuli in building an individual's status perception. The interaction effect of low individualism with high individualism is prominent in the backdrop of low war animosity, where the re-purchase intention increases with an increase in the perceived status. The research contributed to the literature by combining the effects of hedonic emotions, product interest, and product quality for LED rope lights in studying consumers’ status symbols from the perspective of the SOR model, in the backdrop of changing war animosity and individualism, which provides valuable insights in the field of international marketing and consumer behaviour. The SOR model has been enhanced by incorporating the moderation effects.

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Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 06 April 2025

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