消费者国货意识对国外品牌产品购买意向的影响机制——兼论消费者—品牌情感的调节效应

发布时间：2018-04-09 06:21

本文选题：消费者国货意识　切入点：消费者—品牌情感　出处：《经济与管理研究》2013年03期

【摘要】：文章基于消费者—品牌情感的新视角细致考察了消费者国货意识不同维度与外国产品品牌购买意向之间的内在机制。通过对418个有效样本的实证分析发现:其一,消费者国货意识对外国品牌产品购买意向具有显著的负向影响,而基于危机感的国货意识比基于自豪感的国货意识具有更强的负向影响;其二,消费者—品牌情感的两个不同维度对消费者国货意识与外国品牌产品购买意向之间的关系具有显著的调节作用,且不同维度对两者关系的调节方向恰好相反。该研究结论为现存研究争议提出了一种消费者—品牌情感视角下的理论辩护。最后,文章基于研究结论提出了企业进行国际营销时的管理建议。
[Abstract]:Based on the new perspective of consumer-brand emotion, this paper examines the internal mechanism between the different dimensions of consumer's awareness of domestic goods and the purchase intention of foreign product brands.Based on the empirical analysis of 418 effective samples, it is found that: first, consumer awareness of domestic goods has a significant negative impact on the purchase intention of foreign brand products.However, the consciousness of domestic goods based on the sense of crisis has a stronger negative impact than the consciousness of domestic goods based on pride.The two different dimensions of consumer-brand emotion play a significant role in regulating the relationship between the consumer's awareness of domestic goods and the purchase intention of foreign brand products, and the different dimensions have the opposite direction of regulating the relationship between the two.The conclusion of this study provides a theoretical defense for the existing research controversy from the perspective of consumer-brand emotion.Finally, based on the conclusion of the research, the paper puts forward the management suggestions of international marketing.
【作者单位】：中国人民大学商学院;
【基金】：中国人民大学科学研究基金项目(中央高校基本科研业务费专项资金资助)“中国企业跨国营销策略研究”(12XNH238)
【分类号】：F273.2;F224

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