国际品牌的中国元素运用对消费者购买意愿的影响路径研究

发布时间：2018-05-11 08:09

本文选题：中国元素 + 辨识度　；参考：《中央财经大学学报》2017年02期

【摘要】：大量全球知名企业利用中国元素开展本土化战略,而关于此战略的运用效果研究甚少。现有不多的研究讨论了中国元素的使用对消费者品牌态度的影响,但并未对案例进行分类研究,也缺乏对其影响因素的探究。笔者在多案例分析和消费者深度访谈基础上发现:可辨识性是影响国际品牌中国元素使用效果的第一关键因素,基于色彩视认性和品牌识别,将其界定为"中国元素辨识度"这一概念;结合消费者深度访谈和现有文献,将中国元素辨识度作为自变量、品牌联想作为中介变量、文化认同作为调节变量,构建了理论研究模型。从案例成败和辨识度高低两个维度形成2×2的实验案例组合,以品牌熟悉度为分组依据,形成八个实验组,研究发现:中国元素辨识度显著影响国际品牌的消费者购买意愿,且在元素运用不当或低品牌熟悉度情境下更为明显;同样,低品牌熟悉度情境下品牌联想和文化认同的中介及调节作用显著,但与案例类别(产品造型案例和产品宣传)无明显相关。最后从中国元素的选择和使用、引导消费者联想途径和市场定位三方面提出了企业正确运用中国元素的建议。
[Abstract]:A large number of global famous enterprises use Chinese elements to carry out localization strategy, but there is little research on the effect of this strategy. Few studies have discussed the impact of the use of Chinese elements on consumer brand attitudes, but there is no classification of cases and lack of research on the influencing factors. On the basis of multi-case analysis and in-depth interview with consumers, the author finds that identifiability is the first key factor affecting the use of Chinese elements of international brands, based on color recognition and brand recognition. It is defined as the concept of "Chinese element identification", and combined with in-depth interviews with consumers and existing literature, Chinese element identification is regarded as independent variable, brand association as intermediary variable, and cultural identity as adjustment variable. The theoretical research model is constructed. According to the two dimensions of case success and the degree of identification, a 2 脳 2 experimental case combination was formed. Based on the brand familiarity, eight experimental groups were formed. The results showed that the Chinese element identification significantly affected the consumers' willingness to buy international brands. And it is more obvious in the context of improper use of elements or low brand familiarity; similarly, the mediation and regulation of brand association and cultural identity is significant in the context of low brand familiarity. However, there is no obvious correlation with the case category (product modeling case and product promotion). Finally, from the choice and use of Chinese elements, the author puts forward some suggestions for enterprises to use Chinese elements correctly from three aspects: the ways of leading consumers to associate and the market orientation.
【作者单位】：中国矿业大学管理学院;
【基金】：高校中央专项业务“外部线索对网络团购消费决策迟疑的影响”(项目编号:2014WA03)
【分类号】：F273.2;F713.55

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