国家刻板印象对中国企业被东道国市场接受程度的影响——基于外国消费者调查数据的分析  

The Impact of National Stereotypes on the Acceptance of Chinese Companies in the Host Country Market: Analysis Based on Foreign Consumer Survey Data

作　　者：王玲玲[1] 郭晓欣 WANG Lingling;GUO Xiaoxin

机构地区：[1]云南财经大学商学院 [2]上海财经大学公共经济与管理学院

出　　处：《阅江学刊》2019年第3期66-77,120,共13页Yuejiang Academic Journal

基　　金：国家自然科学基金面上项目“引进外资与对外投资两大战略的协调机制与政策研究”(71673182);云南省哲学社会科学规划项目“‘一带一路’背景下推进云南对外文化贸易发展的路径及对策研究”(QN2018009)

摘　　要：构建了国家刻板印象影响东道国市场对中国企业的接受程度的理论模型,设计了用于测度国家刻板印象、东道国市场对中国企业的接受程度、企业形象评价等变量的量表,对外国消费者实施了问卷调查,并运用结构方程模型进行了实证分析。结果表明:国家刻板印象显著影响东道国市场对中国企业的接受程度,同时国家刻板印象与东道国市场对中国企业的接受程度之间的关系还受到企业形象评价的中介作用。为了能够更好地“走出去”,中国企业应该加强品牌建设、提升企业社会责任。This paper constructs a theoretical model of the influence of national stereotypes on the acceptance of Chinese companies in the host country market, and designs scales for measuring national stereotypes, acceptance of Chinese companies in the host country market, corporate image evaluation, etc., for host country consumption. The questionnaire was conducted and the structural equation model was used for empirical analysis. The results show that national stereotypes significantly affect the acceptance of Chinese companies in the host country market, and the relationship between national stereotypes and the acceptance of Chinese companies in the host country market is also influenced by the host country s consumer image evaluation. In order to be able to “go out” better, Chinese companies should strengthen their awareness of brand building and enhance corporate social responsibility.

关 键 词：刻板印象 对外投资 市场接受程度 企业“走出去” 

分 类 号：F125[经济管理—世界经济]