Bringing multidisciplinary perspectives of country image: factors influencing the perceptions of Chinese youth toward the images of Russia and Ukraine

This study aims to analyze the evaluation of the country's image by individuals in the context of the Russia–Ukraine conflict, considering multidisciplinary studies. It investigates the factors influencing the favoritism of Chinese youth toward Russia and Ukraine. A questionnaire survey is conducted among Chinese college students, and the results are analyzed using a step-by-step regression analysis. The research findings show that individualism, the rule of the jungle, and relational orientation significantly impact Chinese adolescents' attitudes toward Russia and Ukraine. In addition, there are also some notable findings, such as the failure of the “matching effect” and the occurrence of “reactance psychology.” These findings highlight the dynamic and complex nature of country image research. A call is made for a more comprehensive and interdisciplinary approach to studying national image.