文化混搭方式对消费者购买意愿的影响探究  

The influence of culture mixing framing strategy on consumers'purchase intention

作　　者：SETH KOUTOUAN 孟朝月 SETH Koutouan;MENG Chaoyue(Business School,Nankai University,Tianjin 300071,China;Management School,Ocean University,Qingdao Shandong 266000,China)

机构地区：[1]南开大学商学院,天津300071 [2]中国海洋大学管理学院,山东青岛266000

出　　处：《未来与发展》2023年第5期54-60,15,共8页Future and Development

摘　　要：文化混搭成为国际品牌进入当地市场常用营销策略之一。哪种文化混搭策略能使产品更好地被当地消费者所接受,以及得到他们的购买意愿?有学者已提出的文化混搭策略在混搭产品的实际操作当中显示了不足之处。文章在系统回顾文化混搭产品有关的研究基础上,提出了两种新的文化混搭策略:高文化混搭策略和低文化混搭策略;并对二者的内涵进行了界定。然后,系统分析了二者策略对消费者产品购买意愿的影响。最后,进一步探讨了两个因素,产品类型和消费者民族中心主义倾向,对上述过程的影响。Culture Mixing has become one of the common marketing strategies for international brands to enter local markets.What kind of Culture Mixing framing strategy can make Cultural Hybrid Products(CHPs)better accepted by local consumers and lead them to purchase intention?The Culture Mixing strategies proposed by some scholars show some limitations on their application in the design phase of CHPs.Based on a literature review of the study of Culture Mixing and CHPs,this paper introduces two new framing strategies of Culture Mixing:High and Low Culture Mixing strategy defines their connotations;furthermore,analyses their effect on consumers'purchase intention towards CHPs;finally,discusses the impact of two factors,for instance product types and consumer ethnocentrism,on that effect.

关 键 词：高/低文化混搭 购买意愿 产品类型 民族中心主义倾向 

分 类 号：G124[文化科学]