消費者我族主義與消費者仇視研究在歐美正是方興未艾，值此國家經濟衰退的艱難時刻，如何運用這兩項構念提振國人對台灣產品的信心，以激勵本國品的買氣，是一亟待研究的重要課題。本研究以大台中區國民學校學生的家長為問卷施測對象，有效回收414份問卷。經由迴歸分析後，實證結果發現：消費者我族主義對台灣產品的購買意願有顯著的正面影響，對特定國家的外國產品有顯著的負面影響。而消費者仇視對特定國家的外國產品評價與購買意願均有顯著的負面影響。在探究這兩個構念的前因變項上，消費者對台灣加入WTO的態度與家庭可支配所得對消費者我族主義以及消費者仇視皆有顯著的影響關係。本研究結果初步證實了台灣消費者確實有消費者我族主義與消費者仇視的現象，廠商可以運用消費者我族主義提升消費者對本國品的信心，並利用消費者仇視弱化消費者對外國品的評價與購買。然而，本研究仍有數項研究限制指出對這兩項構念時應謹慎運用，避免反效果的產生。

This article examines the effects of consumer ethnocentrism and consumer animosity on purchase intentions toward domestic versus imported goods in Taiwan. Data collected from 414 subjects and applied regressions to test the hypotheses. It was found that consumer ethnocentrism has a significantly positive effect on intentions of home country products. The finding indicated that there is a significantly negative relationship between consumer animosity and purchase intentions of foreign products. In addition, the effect of Taiwanese consumers' animosity toward China and Japan related to intentions was likely to be dependent of their judgments about the product evaluations. Implications for domestic marketers were discussed.