消费者民族中心主义、产品介入度与国产产品购买意愿
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摘要
消费者的购买决策是直觉思维与理性思维相互碰撞的过程,人们会出于民族中心主义情感购买国产产品,但也会理性地对某产品产生介入再做决策。论文基于消费者民族中心主义和产品介入相关理论,通过问卷调查获取数据,经统计分析得出结论:消费者民族中心主义对国产产品购买意愿有显著的提升作用,但不同维度的消费者民族中心主义对国产产品购买意愿的影响存在一定差异;产品介入度负向调节消费者民族中心主义与国产产品购买意愿的关系。最后给出建议:国家品牌战略实施和企业管理实践过程中,不仅要培育"中国制造"的质量竞争优势,还要巧妙运用中国消费者的"自反性",从而有效提高消费者对国产产品的购买意愿。
Consumers' purchase decision is the process of collision between intuition thinking and rational thinking.People will buy domestic products out of national centralism emotion,but they will also rationally involve in a product and then make decisions.Based on the related theories of consumer ethnocentrism and product involvement,this paper gains data by questionnaires.Through statistical analysis,the conclusion is that the influence of the consumer ethnocentrism on the purchase intention of domestic products is significantly positive.However,the influence of different dimensions of ethnocentrism on the purchase intention of domestic products varies.And the degree of product involvement negatively moderates the relationship between consumer ethnocentrism and the purchase intention of domestic products.Suggestions are given at the end:in the process of national brand strategy implementation and enterprise management practice,not only the quality competitive advantage of " Made in China" should be fostered,but also the "reflexiveness" of Chinese consumers should be skillfully used so as to effectively improve the consumer's willingness to purchase domestic products.
Consumers' purchase decision is the process of collision between intuition thinking and rational thinking.People will buy domestic products out of national centralism emotion,but they will also rationally involve in a product and then make decisions.Based on the related theories of consumer ethnocentrism and product involvement,this paper gains data by questionnaires.Through statistical analysis,the conclusion is that the influence of the consumer ethnocentrism on the purchase intention of domestic products is significantly positive.However,the influence of different dimensions of ethnocentrism on the purchase intention of domestic products varies.And the degree of product involvement negatively moderates the relationship between consumer ethnocentrism and the purchase intention of domestic products.Suggestions are given at the end:in the process of national brand strategy implementation and enterprise management practice,not only the quality competitive advantage of " Made in China" should be fostered,but also the "reflexiveness" of Chinese consumers should be skillfully used so as to effectively improve the consumer's willingness to purchase domestic products.
引文
[1]SHIMP T A,SHARMA S.Consumer ethnocentrism:Construction and validation of the CETSCALE[J].Journal of Marketing Research,1987,24(3).
[2]郭功星.消费者民族中心主义30年:回顾、反思与展望[J].南方经济,2017(6).
[3]王海忠.消费者民族中心主义的中国本土化研究[J].南开管理评论,2003(4):31-36.
[4]SHARMA S,SHIMP T A,SHIN J.Consumer ethnocentrism:A test of antecedents and moderators[J].Journal of the Academy of Marketing Science,1995,23(1).
[5]SHARMA P.Consumer ethnocentrism:Reconceptualization and cross-cultural validation[J].Journal of International Business Studies,2015,46(3):381-389.
[6]SHANKARMAHESH M N.Consumer ethnocentrism:An integrative review of its antecedents and consequences[J].International Marketing Review,2006,23(2):146-172.
[7]ISHII K.Nationalistic sentiments of Chinese consumers:The effects and determinants of animosity and consumer ethnocentrism[J].Journal of International Consumer Marketing,2009,21(4):299-308.
[8]KLEIN J G,ETTENSON R,MORRIS M D.The animosity model of foreign product purchase:An empirical test in the People's Republic of China[J].Journal of Marketing,1998,62(1):89-100.
[9]WANG C L,CHEN Z X.Consumer ethnocentrism and willingness to buy domestic products in a developing country setting:Testing moderating effects[J].Journal of Consumer Marketing,2004,21(6):391-400.
[10]AHMED Z,ANANG R,OTHMAN N,et al.To purchase or not to purchase US products:Role of religiosity,animosity,and ethno-centrism among Malaysian consumers[J].Journal of Services Marketing,2013,27(7):551-563.
[11]DODDS W B,MONROE K B,GREWAL D.Effects of price,brand,and store information on buyers'product evaluations[J].Journal of Marketing Research,1991,28(3):307-319.
[12]韩睿,田志龙.促销类型对消费者感知及行为意向影响的研究[J].管理科学,2005(2):85-91.
[13]MAI N T T,SMITH K.The impact of status orientations on purchase preference for foreign products in Vietnam,and implications for policy and society[J].Journal of Macromarketing,2012,32(1):52-60.
[14]王海忠,于春玲,赵平.消费者民族中心主义的两面性及其市场战略意义[J].管理世界,2005(2):96-107.
[15]JOSIASSEN A.Consumer disidentification and its effects on domestic product purchases:An empirical investigation in the Netherlands[J].Journal of Marketing,2011,75(2):124-140.
[16]吴剑琳,朱宁.青少年消费者民族中心主义对购物意愿影响的实证研究---对理性行为理论的拓展[J].青年研究,2010(2):44-51.
[17]NGUYEN T D,NGUYEN T T M,BARRETT N J.Consumer ethnocentrism,cultural sensitivity,and intention to purchase local products-evidence from Vietnam[J].Journal of Consumer Behaviour,2008,7(1):88-100.
[18]SIAMAGKA N T,BALABANIS G.Revisiting consumer ethnocentrism:Review,reconceptualization,and empirical testing[J].Journal of International Marketing,2015,23(3).
[19]ZAICHKOWSKY J L.Measuring the involvement construct[J].Journal of Consumer Research,1985,12(3):341-352.
[20]BENDAPUDI N,BERRY L L.Customers'motivations for maintaining relationships with service providers[J].Journal of Retailing,1997,73(1):15-37.
[21]SMITH S L J,GODBEY G C.Leisure,recreation and tourism[J].Annals of Tourism Research,1991,18(1):85-100.
[22]高杰.西方消费者介入研究综述[J].外国经济与管理,2006(11):51-58.
[23]毕楠,孙丽辉.基于产品感知质量的集群品牌影响效应实验研究[J].管理评论,2009(5):52-60.
[24]DHOLAKIA U M.A motivational process model of product involvement and consumer risk perception[J].European Journal of Marketing,2010,35(11/12):1340-1362.
[25]KIM H.Consumer profiles of apparel product involvement and values[J].Journal of Fashion Marketing&Management,2005,9(2):207-220.
[26]HYNES N,LO S.Innovativeness and consumer involvement in the Chinese market[J].Singapore Management Review,2006,28(2):31-46.
[27]理查德·赛勒,卡斯·桑斯坦.助推[M].刘宁,译.北京:中信出版社,2015:44-48.
[28]ZAICHKOWSKY J L.The personal involvement inventory:Reduction,revision,and application to advertising[J].Journal of Advertising,1994,23(4):65.
[29]GILLY M C,GRAHAM J L,WOLFINBARGER MF,et al.A dyadic study of interpersonal information search[J].Journal of the Academy of Marketing Science,1998,26(2):98.
[30]DING Q S,NIROS M,POLLALIS Y,et al.Consumer ethnocentrism threatens import brands?Empirical evidence from China and Greece and validation of CEES-CALE[C]//Bam 2017:Conference of the British A-cademy of Management Conference.2017.
[31]LITTLE T D,CUNNINGHAM W A,SHAHAR G,et al.To parcel or not to parcel:Exploring the question,weighing the merits[J].Structural Equation Modeling A Multidisciplinary Journal,2002,9(2):151-173.
[32]KLEIN A,MOOSBRUGGER H.Maximum likelihood estimation of latent interaction effects with the LMSmethod[J].Psychometrika,2000,65(4):457-474.
[33]KELAVA A,WERNER C S,SCHERMELLEH-ENGEL K,et al.Advanced nonlinear latent variable modeling:Distribution analytic LMS and QML estimators of interaction and quadratic effects[J].Structural Equation Modeling A Multidisciplinary Journal,2011,18(3):465-491.
[34]温忠麟,吴艳,侯杰泰.潜变量交互效应结构方程:分布分析方法[J].心理学探新,2013(5):409-414.
[35]王孟成.潜变量建模与Mplus应用·基础篇[M].重庆:重庆大学出版社,2014:385.
[2]郭功星.消费者民族中心主义30年:回顾、反思与展望[J].南方经济,2017(6).
[3]王海忠.消费者民族中心主义的中国本土化研究[J].南开管理评论,2003(4):31-36.
[4]SHARMA S,SHIMP T A,SHIN J.Consumer ethnocentrism:A test of antecedents and moderators[J].Journal of the Academy of Marketing Science,1995,23(1).
[5]SHARMA P.Consumer ethnocentrism:Reconceptualization and cross-cultural validation[J].Journal of International Business Studies,2015,46(3):381-389.
[6]SHANKARMAHESH M N.Consumer ethnocentrism:An integrative review of its antecedents and consequences[J].International Marketing Review,2006,23(2):146-172.
[7]ISHII K.Nationalistic sentiments of Chinese consumers:The effects and determinants of animosity and consumer ethnocentrism[J].Journal of International Consumer Marketing,2009,21(4):299-308.
[8]KLEIN J G,ETTENSON R,MORRIS M D.The animosity model of foreign product purchase:An empirical test in the People's Republic of China[J].Journal of Marketing,1998,62(1):89-100.
[9]WANG C L,CHEN Z X.Consumer ethnocentrism and willingness to buy domestic products in a developing country setting:Testing moderating effects[J].Journal of Consumer Marketing,2004,21(6):391-400.
[10]AHMED Z,ANANG R,OTHMAN N,et al.To purchase or not to purchase US products:Role of religiosity,animosity,and ethno-centrism among Malaysian consumers[J].Journal of Services Marketing,2013,27(7):551-563.
[11]DODDS W B,MONROE K B,GREWAL D.Effects of price,brand,and store information on buyers'product evaluations[J].Journal of Marketing Research,1991,28(3):307-319.
[12]韩睿,田志龙.促销类型对消费者感知及行为意向影响的研究[J].管理科学,2005(2):85-91.
[13]MAI N T T,SMITH K.The impact of status orientations on purchase preference for foreign products in Vietnam,and implications for policy and society[J].Journal of Macromarketing,2012,32(1):52-60.
[14]王海忠,于春玲,赵平.消费者民族中心主义的两面性及其市场战略意义[J].管理世界,2005(2):96-107.
[15]JOSIASSEN A.Consumer disidentification and its effects on domestic product purchases:An empirical investigation in the Netherlands[J].Journal of Marketing,2011,75(2):124-140.
[16]吴剑琳,朱宁.青少年消费者民族中心主义对购物意愿影响的实证研究---对理性行为理论的拓展[J].青年研究,2010(2):44-51.
[17]NGUYEN T D,NGUYEN T T M,BARRETT N J.Consumer ethnocentrism,cultural sensitivity,and intention to purchase local products-evidence from Vietnam[J].Journal of Consumer Behaviour,2008,7(1):88-100.
[18]SIAMAGKA N T,BALABANIS G.Revisiting consumer ethnocentrism:Review,reconceptualization,and empirical testing[J].Journal of International Marketing,2015,23(3).
[19]ZAICHKOWSKY J L.Measuring the involvement construct[J].Journal of Consumer Research,1985,12(3):341-352.
[20]BENDAPUDI N,BERRY L L.Customers'motivations for maintaining relationships with service providers[J].Journal of Retailing,1997,73(1):15-37.
[21]SMITH S L J,GODBEY G C.Leisure,recreation and tourism[J].Annals of Tourism Research,1991,18(1):85-100.
[22]高杰.西方消费者介入研究综述[J].外国经济与管理,2006(11):51-58.
[23]毕楠,孙丽辉.基于产品感知质量的集群品牌影响效应实验研究[J].管理评论,2009(5):52-60.
[24]DHOLAKIA U M.A motivational process model of product involvement and consumer risk perception[J].European Journal of Marketing,2010,35(11/12):1340-1362.
[25]KIM H.Consumer profiles of apparel product involvement and values[J].Journal of Fashion Marketing&Management,2005,9(2):207-220.
[26]HYNES N,LO S.Innovativeness and consumer involvement in the Chinese market[J].Singapore Management Review,2006,28(2):31-46.
[27]理查德·赛勒,卡斯·桑斯坦.助推[M].刘宁,译.北京:中信出版社,2015:44-48.
[28]ZAICHKOWSKY J L.The personal involvement inventory:Reduction,revision,and application to advertising[J].Journal of Advertising,1994,23(4):65.
[29]GILLY M C,GRAHAM J L,WOLFINBARGER MF,et al.A dyadic study of interpersonal information search[J].Journal of the Academy of Marketing Science,1998,26(2):98.
[30]DING Q S,NIROS M,POLLALIS Y,et al.Consumer ethnocentrism threatens import brands?Empirical evidence from China and Greece and validation of CEES-CALE[C]//Bam 2017:Conference of the British A-cademy of Management Conference.2017.
[31]LITTLE T D,CUNNINGHAM W A,SHAHAR G,et al.To parcel or not to parcel:Exploring the question,weighing the merits[J].Structural Equation Modeling A Multidisciplinary Journal,2002,9(2):151-173.
[32]KLEIN A,MOOSBRUGGER H.Maximum likelihood estimation of latent interaction effects with the LMSmethod[J].Psychometrika,2000,65(4):457-474.
[33]KELAVA A,WERNER C S,SCHERMELLEH-ENGEL K,et al.Advanced nonlinear latent variable modeling:Distribution analytic LMS and QML estimators of interaction and quadratic effects[J].Structural Equation Modeling A Multidisciplinary Journal,2011,18(3):465-491.
[34]温忠麟,吴艳,侯杰泰.潜变量交互效应结构方程:分布分析方法[J].心理学探新,2013(5):409-414.
[35]王孟成.潜变量建模与Mplus应用·基础篇[M].重庆:重庆大学出版社,2014:385.