真实性偏好如何影响全球品牌中国元素产品的购买可能性?  

How Does Preference for Authenticity Influence Likelihood to Purchase Global Brands with Chinese Elements

作　　者：黄海洋[1] 何佳讯[1] HUANG Haiyang HE Jiaxun(Faculty of Economics and Management, East China Normal University, Shanghai 200241, China)

机构地区：[1]华东师范大学经济与管理学部,上海200241

出　　处：《北京工商大学学报（社会科学版）》2016年第5期39-49,共11页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家自然科学基金项目"品牌价值观的结构与融合:中国跨国公司品牌价值增值机制及全球化定位战略研究"(71372177);国家自然科学基金项目"国家认同;国家品牌资产与‘中国制造’态度评价:重大活动的影响机制"(71072152);上海市浦江人才计划项目"国家文化认同;国家形象与中国企业品牌国际化:影响机制与实现路径"(13PJC029)

摘　　要：在中国市场上,全球品牌本土化的现象越来越频繁。但在理论上,还少有研究分析中国消费者如何评价融入中国元素的全球品牌。为此,文章以认知—情感人格系统理论为框架,构建了包含真实性偏好、品牌本土象征价值、尊重品牌遗产和购买可能性的概念模型,试图探索其中的因果关系。实证研究表明,品牌本土象征价值认知—情感单元和尊重品牌遗产认知—情感单元均能提高购买可能性。真实性偏好高的消费者更容易通达品牌本土象征价值认知—情感单元和尊重品牌遗产认知—情感单元。尊重品牌遗产认知—情感单元有助于增强品牌本土象征价值认知—情感单元。文章不仅在理论上丰富了全球品牌相关研究,同时对实践也有战略指引。On China＇s Market, there are more and more phenomena of global brand localization. However, in theory, there is little research on how Chinese consumers evaluate global brands with Chinese elements. For this reason, this paper takes the cognitive-affective personality system theory as a framework to construct the conceptual model containing preference for authenticity, brand local icon value, honoring brand heritage and purchasing likelihood, trying to explore their cause-effect relationship. The empirical results show that, the eognitive-affective units of both brand local icon value and honoring brand heritage can increase the purchasing likelihood. Consumers with higher preference for authenticity are more likely to be aecessibile to cognitiveaffective units of brand local icon value and honoring brand heritage. The cognitive-affective unit of honoring brand heritage can strengthen the cognitive-affective unit of brand local icon value. This paper not only enriches the research on global brand theoretically but also has strategic guidance to practices.

关 键 词：全球品牌 中国元素 真实性偏好 品牌本土象征价值 尊重品牌遗产 

分 类 号：F273.2[经济管理—企业管理]