中文摘要：

消费者善意是指消费者基于个人经历或者主观认知而产生的对特定国家的喜爱之情。在当前市场全球化程度不断提高的背景下，消费者的这种对特定国家的善意会对其心理认知及消费决策产生重要影响，因而受到越来越多研究者的关注。本文主要围绕消费者善意的概念界定、引致因素、维度及测量、影响结果等方面，对相关研究成果进行了综述，并将其与相对概念——“消费者敌意”及相关概念——“来源国效应”和“消费者民族中心主义”进行了比较分析，最后对未来研究方向进行了展望。

英文摘要：

Consumer affinity is defined as a feeling of liking for a specific country based on consumers＂ personal experience or subjective perception. With the increasing trend of globalization, the feeling of liking and fondness consumers hold toward a specific country has a significant impact on their psychological cognition and consumption decisions, thus academic researchers have paid more and more attention to consumer affinity. By focusing on the aspects of definition and drivers, dimensions and measurement, and consequences, this paper reviews related studies on consumer affinity, and compares it with the opposite construct, namely consumer animosity, and related constructs like eountxy-of-origin effect and consumer ethnocentrism. Finally it prospects for future research directions.