消费者世界主义、外族中心主义与民族中心主义对品牌态度影响机制的比较研究——面子的正负调节效应  

A Comparative Study on the Mechanisms of How Consumer Cosmopolitanism, Xenocentrism, and Ethnocentrism Influence Brand Attitudes: The Positive and Negative Moderating Roles of Face

作　　者：黄海洋 何佳讯 朱良杰 Huang Haiyang;He Jiaxun;Zhu Liangjie(School of Economics&Management,Wuyi University;Faculty of Economics and Management,East China Normal University;School of Business Administration,Zhejiang Gongshang University)

机构地区：[1]五邑大学经济管理学院 [2]五邑大学国家品牌战略研究中心 [3]华东师范大学经济与管理学部、国家品牌战略研究中心 [4]浙江工商大学工商管理学院 [5]浙江工商大学国家品牌战略研究中心

出　　处：《南开管理评论》2021年第2期13-24,I0003,I0004,共14页Nankai Business Review

基　　金：国家自然科学基金项目(71772066、72072059);教育部人文社会科学研究项目(20YJC630045)资助。

摘　　要：在全球品牌化领域,消费者世界主义、外族中心主义及民族中心主义已受到学界的广泛关注,但尚未有研究同时比较三者的影响效应差异。更为重要的是,源于儒家文化的面子需求是揭示本土消费者行为意向的关键变量,但少有研究把这一独特的文化价值观引入全球品牌化领域。基于此,本研究结合中国消费者的面子需求,剖析消费者世界主义、外族中心主义和民族中心主义在影响全球品牌、本土品牌、全球消费者文化定位(G CCP)和本土消费者文化定位(LCCP)态度偏好上的差异。实证分析表明,消费者世界主义同时正向影响G CCP和LCCP的态度偏好,而面子需求削弱其中的正向影响效应。消费者民族中心主义分别正向影响本土品牌和负向影响全球品牌的态度偏好。其中,负向影响效应被面子需求削弱,正向影响效应被面子需求强化。消费者外族中心主义强烈地负向影响本土品牌的态度偏好,但这种负向影响效应被面子需求削弱。总体上,本研究把全球品牌化领域的个体心理变量特征和本土文化价值观结合起来,通过揭示面子的正负效应,既厘清了上述三大构念的影响机制差异,也为在实践中如何更好地制定G CCP、LCCP、全球品牌和本土品牌定位战略提供了管理启示。In the global branding literature, consumer cosmopolitanism, xenocentrism, and ethnocentrism have attracted wide attention, but no research has been dedicated to compare their effects. More importantly, face is an important cultural values that inf luences Chinese consumers’ consumption behaviors. Yet, few studies has incorporated face into the global branding literature. For this purpose, this research explores how face, consumer cosmopolitanism, xenocentrism, and ethnocentrism simultaneously inf luence consumers’ attitudes toward global brands, local brands, global consumer culture positioning(GCCP), and local consumer culture positioning(LCCP). The results show that consumer cosmopolitanism positively affects consumers’ preferences for GCCP and LCCP, but the positive effects are attenuated by face. Consumer ethnocentrism has a positive impact on consumers’ attitudes toward local brands and a negative impact on that of global brands. Face strengthens the positive effect and attenuates the negative effect. Consumer xenocentrism strongly negatively affects consumers’ attitudes toward local brands, and the negative effect is attenuated by face. In summary, synthesizing the individual psychological variables and local values, this study reveals the moderating roles of face, clarifies the differential effects of consumer cosmopolitanism, xenocentrism, and ethnocentrism, and provides management insights for formulating the positioning strategies of GCCP, LCCP, global brands, and local brands.

关 键 词：消费者世界主义 消费者外族中心主义 消费者民族中心主义 面子需求 全球品牌化 

分 类 号：F273.2[经济管理—企业管理] C912.6[经济管理—国民经济]