Does Perceived Risk Mediate Affect and Foreign Product Purchase

This paper examinesthe triangular relationship between perceived risk, affect toward foreign country (affinity and animosity) and intention to buy product from those affinity/animosity country.The 307 questionnaires from internet survey toward the citizens of five big cities in Indonesia were retained for data analysis using Baron and Kenny mediation analysis and Structural Equation Model.Result suggestsperceived risk plays mediation role for both positive and negative affect toward foreign country and consumer intention.This paper also shows that consumer may simultaneously experiences both positive and negative affect. The paper offers unique insight about affect heuristic in Country of Origin study, abouthow consumer apprehends risk toward foreign country while their affective component takes place.This study result shows that affect study is also relevant in contexts of non-durable product.