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  

Incorporating Chinese Elements:On the Effect of Culture Identity on Purchasing Likelihood of Global Brands' Products

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：《外国经济与管理》2017年第4期84-97,共14页Foreign Economics & Management

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)

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。Taking global brands＇ products incorporating Chinese elements as test objects, this paper explores the effect of culture identity on purchasing likelihood in Chinese market. Empirical results show that cultural identity has a significantly positive impact on brand local icon value, which plays a completely mediating role in the effect of cultural identity on purchasing likelihood. Meanwhile, preference for authenticity positively moderates the indirect effect of cultural identity on purchasing likelihood. However, its role is mainly reflected in the second stage of the effect of cultural identity on purchasing likelihood. The theoretical significance of this paper lies in its introduction of cultural identity as an antecedent variable to explain the effectiveness of Chinese elements for the first time and the mediating role of brand local icon value. Besides, combining with related research like authenticity, this paper introduces the preference for authenticity to explain differences in the effects across market segments. The practical significance lies in that if multinationals want to leverage cultural identity of Chinese consumers to improve the competitiveness of global brands, they should place emphasis on making Chinese consumers perceive local icon value of global brands and differentiating between market segments with different preference for authenticity.

关 键 词：全球品牌 中国元素 文化认同 品牌本土象征价值 真实性偏好 

分 类 号：F270[经济管理—企业管理]