拟人化沟通对企业国际化的影响机制研究——基于印象形成连续模型理论  

The influence of anthropomorphic communication on country-of-origin effect

作　　者：冯文婷 沈先运 汪涛[3] 崔楠[3] Feng WenTing;Shen XianYun;WangTao;Cui nan(Department of Gemology,School of Jewelry,China University of Geosciences;Research Center for Psychological Science and Health,China University of Geosciences;Department of Marketing and Tourism Management,School of Economics and Management,Wuhan University)

机构地区：[1]中国地质大学珠宝学院宝石系 [2]中国地质大学心理科学与健康研究中心 [3]武汉大学经济与管理学院市场营销与旅游管理系

出　　处：《南开管理评论》2022年第2期170-178,I0032,I0033,共11页Nankai Business Review

基　　金：国家自然科学基金项目(71702177、71532011、72172107)资助。

摘　　要：本研究以印象形成连续模型为理论基础,探索拟人化沟通对来源国效应的影响。实验1验证了拟人化沟通能够有效地削弱来源国效应。实验2分析了拟人化沟通—印象一致性—来源国效应的因果链模型。实验3分析了内隐人格(实体论者、渐变论者)的调节作用。结果表明只有对渐变论者,拟人化沟通才能够显著地削弱来源国效应。本研究为企业在国际化进程中有效采用拟人化沟通策略提供了实践建议。With the ablation of trade barriers,consumers can choose more and more foreign products.Therefore,the country-of-origin of products has become a very important influencing factor in international trade,and the effect of country of origin can significantly affect consumers’preferences and purchasing behavior.This study aims to explore the impact of anthropomorphic communication on country-of-origin effect.The results show that anthropomorphic communication can weaken the country-of-origin effect.In addition,implicit personality(entity theorist,incremental theorist)can effectively moderate the relationship between anthropomorphic communication and the country-of-origin effect,and thus the boundary condition of the main effect was determined.Based on three empirical studies,this research analyzed the effects of anthropomorphic communication on the country-of-origin effect.Study 1demonstrated that anthropomorphic communication can effectively weaken the country-of-origin effect.,validating hypothesis 1.135participants in study 2 validated the mediating effect of impression consistency,and further verified the internal logic of the main effect and supported hypothesis 2.Study 3 analyzed the moderating effect of implicit personality entity theorist,incremental theorist),adopting 2(anthropomorphic communication,control)×2(entity theorist,incremental theorist)designs,and the results of the study verified hypothesis 3.This study covers three aspects:First,the use of anthropomorphic communication can effectively weaken the country-of-origin effect and significantly reduce the impact of the country-of-origin effect on consumers’preferences.Secondly,this study verified the mediating effect of the internal attribute information of products and country-of-origin impression consistency on the relationship between anthropomorphic communication and the country-of-origin effect.Anthropomorphic communication can weaken the country-of-origin effect by reducing impression consistency,and thus this study constructed a complete in

关 键 词：拟人化沟通 来源国效应 印象一致性 

分 类 号：F279.2[经济管理—企业管理] F125[经济管理—国民经济]