国际化后本土品牌的真实性还影响购买意向吗?——消费者民族中心主义和合作地位的作用  

Does Domestic Brand Authenticity Influence Purchase Intention after Internationalization?The Role of Consumer Ethnocentrism and Corporation Force

作　　者：徐伟[1] 冯林燕[2] 王新新[2] XU Wei FENG Lin-yan WANG Xin-xin(School of Business Administration, Anhai University of Finance and Economics, Bengbu 233030, China School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433, China)

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030 [2]上海财经大学国际工商管理学院,上海200433

出　　处：《商业经济与管理》2017年第10期62-71,共10页Journal of Business Economics

基　　金：国家自然科学基金面上项目"消费者创造价值及其对品牌忠诚的作用研究--基于社会互动的视角"(71172145);安徽省社科规划项目一般项目"老字号创新的品牌关联性感知与作用机理研究--基于安徽老字号的实证数据"(AHSKY2016D08);教育部人文社会科学研究规划基金项目"‘蛇吞象’式并购条件下品牌真实性强化及其中西比较研究--基于品牌表征创新的视角"(16YJA630055)

摘　　要：真实性是国际化后本土品牌保持本土性的核心,文章研究的是国际化前后本土品牌的真实性差异及其对本土消费者行为的影响。在真实性理论的基础上,构建品牌真实性、消费者民族中心主义、购买意向以及合作地位之间关系的理论模型,通过对377份样本的层级回归结果表明:本土品牌国际化后其真实性水平显著下降;在国际化合作中,本土品牌的合作地位越高,其真实性水平越高;国际化后,本土品牌的真实性显著正向影响本土消费者的购买意向;消费者的民族中心主义在品牌真实性对购买意向的影响中起着完全中介的作用;合作地位负向调节品牌真实性与消费者民族中心主义之间的关系。文章明确了国内消费者对本土品牌国际化后的真实性感知和行为进行解读和反馈的心理机制,从而为国际化后的本土品牌在国内市场上的品牌策略提供启示。Authenticity is key to maintaining the domestic brands＇ native characteristics after internationalization. This paper aims to discuss the difference in brand authenticity before and after internationalization and probe into its influence on consumers＇ purchase intentions. Based on brand authenticity theory,we propose a theoretical model of relationship among brand authenticity,consumer ethnocentrism,purchase intention,and corporation force. Then it tests the model empirically with the method of Hierarchical Regression Modeling. Based on the data collected from 377 participants,we draw some conclusions. Firstly,the degree of brandauthenticity decreases significantly after internalization. Secondly,the more power the domestic brand has during corporation,the more authentic the domestic brand is. Thirdly,brand authenticity has positive effect on consumers＇ purchase intentions significantly.Finally,consumer ethnocentrism plays the full mediation role on the influence of brand authenticity on the consumer＇s purchase intention. The corporation force moderates the relationship between brand authenticity and consumer ethnocentrism negatively. This paper clarifies the domestic consumers＇ psychological mechanism of interpretation and feedback to brand authenticity perception and behavior towards domestic brands during internationalization,thereby helping provide enlightenment on brand strategies for the brands in the domestic market.

关 键 词：品牌真实性 消费者民族中心主义 购买意向 合作地位 

分 类 号：F713.50[经济管理—市场营销]