消费者的全球消费导向与全球品牌态度——主效应、调节效应及中美差异

发布时间：2019-04-19 05:49

【摘要】：本文试图从全球化下消费者心理这一新视角来理解全球品牌态度问题。全球化进程使消费者形成了全球消费导向(GCO),也使得来自新兴发展中国家的全球品牌在全球市场上逐步兴起。本文在区分发展中国家全球品牌和发达国家全球品牌的前提下,采用不同样本并通过调查(研究一和研究二)和准实验(研究三),首次探讨并比较了在发展中国家和发达国家,消费者的全球消费导向如何影响其对于两类全球品牌的评价。结果表明,对于发展中国家(中国)消费者,在控制物质主义和价值意识的影响之后,全球消费导向能促进其对发达国家全球品牌的积极态度,同时还能够减弱消费民族中心主义对此类品牌的负向影响作用;与此相反,在发达国家(美国),全球消费导向对于全球品牌态度的影响作用未能呈现,也未对消费民族中心主义作用发挥调节效应。但值得注意的是,就智能沟通设备这一特定产品类别,美国消费者对来自发展中国家(中国)和来自发达国家(德国)的全球品牌均有积极评价。研究结论丰富了品牌原产地和全球品牌的文献,有助于深化对全球化背景下消费者行为的理解,并从市场细分和营销沟通等方面,为发展中国家及发达国家的全球品牌建设提供了新颖、有益的启示。
[Abstract]:This paper attempts to understand the issue of global brand attitude from the new perspective of consumer psychology under globalization. Globalization has enabled consumers to form a global consumption-oriented (GCO), and global brands from emerging developing countries have emerged in the global market. On the premise of distinguishing between global brands in developing countries and global brands in developed countries, this paper adopts different samples and adopts surveys (studies I and II) and quasi-experiments (study III), This paper discusses and compares for the first time how consumers' global consumption orientation affects their evaluation of the two types of global brands in developing and developed countries. The results show that for consumers in developing countries (China), after controlling materialism and awareness of value, global consumption orientation can promote positive attitudes towards global brands in developed countries, At the same time, it can also reduce the negative impact of consumer ethnocentrism on such brands; In contrast, in developed countries (United States), the impact of global consumption orientation on global brand attitudes has not been shown, nor has it moderated the role of consumer ethnocentrism. It is worth noting, however, that U.S. consumers have positive reviews of global brands from both developing countries (China) and developed countries (Germany) for the specific product category of smart communication devices. The conclusion enriches the literature of brand origin and global brand, helps to deepen the understanding of consumer behavior under the background of globalization, and from the aspects of market segmentation and marketing communication, etc. For the developing countries and developed countries of the global brand construction provides a novel, beneficial inspiration.
【作者单位】：对外经济贸易大学国际商学院市场营销系;
【基金】：国家自然科学基金项目(71101080) 教育部哲学社会科学重大课题攻关项目(13JZD017)资助
【分类号】：F713.55

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