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作 者:徐震南 陈可[3] 郭晓凌[3] 张逸聪 Xu Zhennan;Chen Ke;Guo Xiaoling;Zhang Yicong(School of Economics and Management,Tsinghua Unviersity;Department of Management and Marketing,Hong Kong Polytechnic University;Business School,University of International Business and Economics;Scool of Management,Hebei University)
机构地区:[1]清华大学经济管理学院 [2]香港理工大学管理与市场系,中国香港 [3]对外经济贸易大学国际商学院 [4]河北大学管理学院
出 处:《南开管理评论》2025年第1期29-40,共12页Nankai Business Review
基 金:教育部人文社科规划基金项目(18YJA630010)资助。
摘 要:在当下促进地方经济发展、大力推动乡村振兴的大背景下,越来越多的地方特色产品入驻各类社交媒体平台,农民主播用方言向全国消费者推广当地产品。虽然实践中方言沟通有可能是普通话不够标准而采取的权宜之策,但消费者是否反而会因方言而产生比普通话更积极的响应?目前学术界针对营销沟通中“方言积极效应”的研究还处于起步阶段,本土研究尤为缺乏,方言沟通在商业实践中的作用效果及边界条件尚不明确。本文创新性地引入空间临场感来解释方言沟通对消费者购买地方产品的积极影响。本文通过一项探索性预研究、一项二手数据分析和四个线上实验,采用不同方言和不同营销沟通形式,发现在营销沟通中使用方言会让消费者产生更强的空间临场感,并提高其对地方产品的购买意愿。但是,这一以“声”临其境为解释机制的“方言积极效应”只对具有高典型性地方特征的产品有效。营销沟通中“方言积极效应”的发现填补了本土方言研究的理论缺失,为地方产品的营销沟通决策提供了理论支持,从消费心理角度对我国的乡村振兴战略提供了科学参考。In recent years,e-commerce platforms have expanded into rural markets,and rural e-commerce has become an important tool for addressing issues related to agriculture,rural areas,and farmers,while also playing a key role in implementing the rural revitalization strategy.It provides significant support for advancing agricultural supply-side reform,rural innovation,and increasing farmers'income and employment opportunities.Therefore,how to continue maximizing the benefits of rural e-commerce has become a central issue for the government,businesses,and academia.This study focuses on the marketing effectiveness of using dialects to communicate local products on e-commerce platforms.In poverty alleviation activities centered around e-commerce and government initiatives during the pandemic to promote local specialty industries through self-media,dialects have emerged as an active form of communication,attracting significant consumer attention and interest.Dialects,as local communication languages,are closely tied to regional characteristics and cultures,conveying culturally rich meanings to consumers nationwide during social interactions.This raises the question:Can dialects,as opposed to Mandarin,actually increase consumers'purchase intentions and create a positive dialect effect?What psychological processes drive this effect,and under what conditions does it occur?Drawing on regional branding research,this study defines local products as regionally shared products with strong geographic dependency.Local products possess significant uniqueness and exclusivity,and we argue that one reason for their promotion difficulties is that they are unfamiliar to consumers nationwide.This unfamiliarity can be alleviated through dialect-based marketing communication,where dialects,as cultural symbols tied to local identities,create a sense of spatial presence during the shopping experience,making consumers feel as if they are purchasing the product in its place of origin.However,this positive effect of dialect-based communication dep
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