融入中国元素:文化认同对全球品牌产品购买可能性的影响机制研究

发布时间：2018-04-10 21:19

本文选题：全球品牌 + 中国元素　；参考：《外国经济与管理》2017年04期

【摘要】：本文以中国市场上融入中国元素的全球品牌产品为测试对象,研究文化认同对购买可能性的影响机制。实证分析表明,文化认同显著正向影响品牌本土象征价值,品牌本土象征价值在文化认同对购买可能性的影响过程中起完全中介作用。同时,真实性偏好正向调节文化认同对购买可能性的间接效应,但其作用主要体现在文化认同对购买可能性产生影响的第二阶段。本文的理论意义在于,首次引入文化认同作为解释中国元素有效性的前因变量,以及品牌本土象征价值的中介作用。同时,结合真实性等相关研究,引入真实性偏好以解释不同细分市场的效应差异。本文的实践意义在于,跨国公司要想利用中国消费者的文化认同来提高其全球品牌的竞争力,关键在于要让中国消费者感知到其全球品牌的本土象征价值,并区别对待真实性偏好不同的细分市场。
[Abstract]:This paper studies the influence mechanism of cultural identity on the possibility of purchase by taking the global brand products which are integrated with Chinese elements in the Chinese market as the test object.The empirical analysis shows that the cultural identity has a significant positive impact on the local symbolic value of the brand, and the brand local symbolic value plays a completely intermediary role in the process of the influence of the cultural identity on the purchase possibility.At the same time, the authenticity preference positively regulates the indirect effect of cultural identity on the possibility of purchase, but its function is mainly reflected in the second stage of the influence of cultural identity on the possibility of purchase.The theoretical significance of this paper lies in the introduction of cultural identity as a prodependent variable to explain the validity of Chinese elements for the first time, as well as the intermediary role of brand local symbolic value.At the same time, according to the related research, we introduce the authenticity preference to explain the effect difference of different market segments.The practical significance of this paper is that if multinational corporations want to use the cultural identity of Chinese consumers to improve the competitiveness of their global brands, the key lies in making Chinese consumers aware of the local symbolic value of their global brands.And different treatment of authenticity preference of different segments of the market.
【作者单位】：华东师范大学经济与管理学部;
【基金】：国家自然科学基金面上项目(71372177);国家自然科学基金面上项目(71072152) 上海市浦江人才计划项目(13PJC029)
【分类号】：F274;F126.1

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