文化适应、制度距离与消费行为研究——以移居北京的韩国和美国人蔬菜消费为例
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摘要
利用蔬菜消费的实地调研数据分析了移居北京的韩美两国居民文化适应状况对消费行为的影响。结果显示,文化适应程度显著影响了移居者的消费行为,消费者对母语的依赖程度越高,对本民族认同感越强,对东道国的文化适应程度越低,更倾向于消费本民族产品;在东道国居住的时间长短显著影响消费行为,促进移居者对民族产品的消费,不利于文化适应;对东道国文化认同感的影响不显著。国家间的制度距离显著影响移居者的文化适应程度和购买行为,并且制度距离越大影响越大。我国政府在改善移居者文化适应能力时应该着力构建移居者稳定和谐的居住环境、提供便利的社会化公共服务、打造我国文化品牌,在塑造中国特色的包容、创新、富有感召力的文化软实力方面下功夫。
By using the vegetable consumption data of field research,this paper analyzes the acculturation effects on consumer behavior of South Korean migrants and American settlers.The results indicate that the degree of acculturation significantly influence the consumer behavior of migrants.The higher level of dependence on the native language and the stronger sense of ethnic identification,consumers demonstrated low acculturation and tend to consume the national products.The length of time living in the host country goes against theacculturation,whichsignificant influences consumer behavior and promotesthe national product consumption.Cultural identity for the host country will not significantly affect consumer behavior.Theinstitutional distance between countries is significantly affects the degree ofacculturation of migrants and purchasing behavior,and the greater the distance,the greater the impacts are.Therefore,in order toimprove the migrants' acculturation adaptability,the government should build the stable and harmonious living environment for settlers,facilitate the social public service,promote cultural charm and createculture brand of our country,shaping thecultural soft power of inclusion,innovation and charismaticwith Chinese characteristics.
By using the vegetable consumption data of field research,this paper analyzes the acculturation effects on consumer behavior of South Korean migrants and American settlers.The results indicate that the degree of acculturation significantly influence the consumer behavior of migrants.The higher level of dependence on the native language and the stronger sense of ethnic identification,consumers demonstrated low acculturation and tend to consume the national products.The length of time living in the host country goes against theacculturation,whichsignificant influences consumer behavior and promotesthe national product consumption.Cultural identity for the host country will not significantly affect consumer behavior.Theinstitutional distance between countries is significantly affects the degree ofacculturation of migrants and purchasing behavior,and the greater the distance,the greater the impacts are.Therefore,in order toimprove the migrants' acculturation adaptability,the government should build the stable and harmonious living environment for settlers,facilitate the social public service,promote cultural charm and createculture brand of our country,shaping thecultural soft power of inclusion,innovation and charismaticwith Chinese characteristics.
引文
Andrew J.Newman,Siti Z.Sahak.Purchasing Patterns of Migrant Groups:The Impact of Acculturation on Ethnocentric Behaviors[J].Journal of Applied Social Psychology,2012,(6);1551-1575.
Berry,J.W.Immigration,acculturation,and adaptation[J],Applied Psychology;An International Review,1997,46(1),65-68.
Chattalas M,Harper H.Navigatingahybrid cultural identity;Hispanic teenagers'fashionconsumptioninfluences[J].Journal of Consumer Marketing,2007,24(6):351-357.
Chattaraman V.Rudd NA,Lennon SJ.The Malleable Bicultural Consumer;Effects of Cultural Contexts on Aesthetic Judgments[J].Journal of Consumer Behavior,2010,9(1):18-29.
Comer LB,Nicholls JAF.Communication between Hispanic Salespeople and Theircustomers:a first look[J].Journal of Personal Selling&Sales Management,2000,20(3):121-128.
Dawn Lerman,Rachel Maldonado,David Luna.A Theory-based Measure of Acculturation;The Shortenedcultural Lifestyle Inventory[J].Journal of Business Research,2009,62(4):399-406.
Donthu N,Cherian J.Hispanic Coupon Usage:the Impact of Strong and Weak Ethnic Identification[J].Psychology&Marketing,1992,9(6):501-510.
D.W.Schumann.Media and Market Segmentation Strategies as Contributing Factors To Restricted Exposure To Diversity:A Discussion of potential societal consequence[R].New York:Keynote address to the 21st Annual Advertising and Consumer Psychology Conference,2002.
Genevieve Barrettea,Richard Y.Bourhis.Acculturation orientations of French and North African undergraduates in Paris[J].International Journal of Intercultural Relations,2004,9:415-438.
J Kang,Y Kim.Ethnicity And Acculturation:Influences on Asian American Consumers'Purchase Decision Makingfor Social Clothes[J].Journal of Science Research,1998,27:91-117.
J.W.Berry.Marginality Stress and Ethnic Identification in an Acculturated Aboriginal Community[J].Journal of Cross-Cultural Psychology,1970,239-252.
Kittichai(Tu)Watchravesringkan.Exploring antecedents and consequences of consumer ethnocentrism:evidence from Asian immigrants in the US[J],International Journal of Consumer Studies,2011,(6);383-390.
Kyle A.Huggins,Betsy B.Holloway,Darin W.White.Cross-cultural Effects in E-retailing:The Moderating Role of Cultural Confinement in Differentiating Mexican from Non-Mexican Hispanic Consumers[J].Journal of Business Research,2013,66:321-327.
Mark Clevelanda,Michel Laroche.Acculturaton to the Global Consumer Culture;Scale Development and d ResearchParadigm[J].Journal of Business Research,2007,60(3):249-259.
Mark Cleveland,Michel Laroche,Frank Pons,RonyKastoun.Acculturation and consumption:Textures of cultural adaptation[J].International Journal of Intercultural Relations,2009,33;196-212.
Mendoza,R.H..An empirical scale to measure type and degree of acculturation in Mexican-American adolescents and adults[J].Journal of Cross-CulturalPsychology,1989,20(1),372-385.
N Singh,A Pereira.The Culturally Customized Web Site:Customizing Web Sites for The Global Marketplace[M].Burlington:Elsevier Butterworth—Heinemann,2005.
Penaloza.L.N.Atravesanofronteras/Border Crossing:A Critical Ethnographicexploration of the Consumer Acculturation of Mexican Immigrants[J].Journal of Consumer Research,1994,21(1),32-54.
P Roslow,AF Nicholls.Targeting the Hispanic Market Comparative Persuasion of TV Commercials in Spanish andEnglish[J].Journal of Advertising Research,1996,36(3):67-77.
Rudmin,F.W.Critical History of Acculturation Psychology of Assimilation,Separation,Integration,and Marginalization[J].Review of General Psychology,2003,7(1),3-37.
S Koslow,PN Shamdasani.Touchstone EE.Exploring Language Effects in Ethnic Advertising:A SociolinguisticPerspective[J].Journal of Consumer Research,1994,20(A):575-585.
Ueltschy LC.Krampf RF.Cultural Sensitivity to Satisfaction and Service Quality Measures[J].Journal of Marketing Theory and Practice,2001,9:14.
陈国明,余彤.跨文化适应理论构建[J].学术研究,2012,(1):131-134.
何波.北京市韩国人聚居区的特征及整合——以望京“韩国村”为例[J].城市问题,2008,(10):59-63.
花建等.文化软实力——全球化背景下的强国之道[M].上海:上海人民出版社,2013.
李加莉,单波.跨文化传播学中文化适应研究的路径与问题[J].南京社会科学,2012,(9):79-83.
刘宏宇,贾卓超.来华留学生跨文化适应研究——以来华中亚留学生为个案[J].中央民族大学学报(哲学社会科学版),2014,(4).
王超.试论主流文化态度对少数族群文化适应的影响——以中亚东干人为例[J].世界民族,2012,(5):81-85.
王丽娟.跨文化适应研究现状综述[J].山东社会科学,2011,(4):44-48.
孙进.文化适应问题研究:西方的理论与模型[J].北京师范大学学报(社会科学版),2010,(5):46.
杨宝瑛,万明钢.文化适应:理论及测量与研究方法[J].世界民族,2010,(4):2-6.
张晶,Ramu Govindasamy,张利庠.“文化适应”对消费者购买行为的影响[J].经济理论与经济管理,2013,(12):43-47.
庄贵军,周南,周连喜.国货意识、品牌特性与消费者本土品牌偏好——一个跨行业产品的实证检验[J].管理世界,2006,(7).
①中国社会科学院世界经济与政治研究所、社会科学文献社发布《2015年世界经济形势分析与预测》。
②《全国人口普查条例》,2011.
Berry,J.W.Immigration,acculturation,and adaptation[J],Applied Psychology;An International Review,1997,46(1),65-68.
Chattalas M,Harper H.Navigatingahybrid cultural identity;Hispanic teenagers'fashionconsumptioninfluences[J].Journal of Consumer Marketing,2007,24(6):351-357.
Chattaraman V.Rudd NA,Lennon SJ.The Malleable Bicultural Consumer;Effects of Cultural Contexts on Aesthetic Judgments[J].Journal of Consumer Behavior,2010,9(1):18-29.
Comer LB,Nicholls JAF.Communication between Hispanic Salespeople and Theircustomers:a first look[J].Journal of Personal Selling&Sales Management,2000,20(3):121-128.
Dawn Lerman,Rachel Maldonado,David Luna.A Theory-based Measure of Acculturation;The Shortenedcultural Lifestyle Inventory[J].Journal of Business Research,2009,62(4):399-406.
Donthu N,Cherian J.Hispanic Coupon Usage:the Impact of Strong and Weak Ethnic Identification[J].Psychology&Marketing,1992,9(6):501-510.
D.W.Schumann.Media and Market Segmentation Strategies as Contributing Factors To Restricted Exposure To Diversity:A Discussion of potential societal consequence[R].New York:Keynote address to the 21st Annual Advertising and Consumer Psychology Conference,2002.
Genevieve Barrettea,Richard Y.Bourhis.Acculturation orientations of French and North African undergraduates in Paris[J].International Journal of Intercultural Relations,2004,9:415-438.
J Kang,Y Kim.Ethnicity And Acculturation:Influences on Asian American Consumers'Purchase Decision Makingfor Social Clothes[J].Journal of Science Research,1998,27:91-117.
J.W.Berry.Marginality Stress and Ethnic Identification in an Acculturated Aboriginal Community[J].Journal of Cross-Cultural Psychology,1970,239-252.
Kittichai(Tu)Watchravesringkan.Exploring antecedents and consequences of consumer ethnocentrism:evidence from Asian immigrants in the US[J],International Journal of Consumer Studies,2011,(6);383-390.
Kyle A.Huggins,Betsy B.Holloway,Darin W.White.Cross-cultural Effects in E-retailing:The Moderating Role of Cultural Confinement in Differentiating Mexican from Non-Mexican Hispanic Consumers[J].Journal of Business Research,2013,66:321-327.
Mark Clevelanda,Michel Laroche.Acculturaton to the Global Consumer Culture;Scale Development and d ResearchParadigm[J].Journal of Business Research,2007,60(3):249-259.
Mark Cleveland,Michel Laroche,Frank Pons,RonyKastoun.Acculturation and consumption:Textures of cultural adaptation[J].International Journal of Intercultural Relations,2009,33;196-212.
Mendoza,R.H..An empirical scale to measure type and degree of acculturation in Mexican-American adolescents and adults[J].Journal of Cross-CulturalPsychology,1989,20(1),372-385.
N Singh,A Pereira.The Culturally Customized Web Site:Customizing Web Sites for The Global Marketplace[M].Burlington:Elsevier Butterworth—Heinemann,2005.
Penaloza.L.N.Atravesanofronteras/Border Crossing:A Critical Ethnographicexploration of the Consumer Acculturation of Mexican Immigrants[J].Journal of Consumer Research,1994,21(1),32-54.
P Roslow,AF Nicholls.Targeting the Hispanic Market Comparative Persuasion of TV Commercials in Spanish andEnglish[J].Journal of Advertising Research,1996,36(3):67-77.
Rudmin,F.W.Critical History of Acculturation Psychology of Assimilation,Separation,Integration,and Marginalization[J].Review of General Psychology,2003,7(1),3-37.
S Koslow,PN Shamdasani.Touchstone EE.Exploring Language Effects in Ethnic Advertising:A SociolinguisticPerspective[J].Journal of Consumer Research,1994,20(A):575-585.
Ueltschy LC.Krampf RF.Cultural Sensitivity to Satisfaction and Service Quality Measures[J].Journal of Marketing Theory and Practice,2001,9:14.
陈国明,余彤.跨文化适应理论构建[J].学术研究,2012,(1):131-134.
何波.北京市韩国人聚居区的特征及整合——以望京“韩国村”为例[J].城市问题,2008,(10):59-63.
花建等.文化软实力——全球化背景下的强国之道[M].上海:上海人民出版社,2013.
李加莉,单波.跨文化传播学中文化适应研究的路径与问题[J].南京社会科学,2012,(9):79-83.
刘宏宇,贾卓超.来华留学生跨文化适应研究——以来华中亚留学生为个案[J].中央民族大学学报(哲学社会科学版),2014,(4).
王超.试论主流文化态度对少数族群文化适应的影响——以中亚东干人为例[J].世界民族,2012,(5):81-85.
王丽娟.跨文化适应研究现状综述[J].山东社会科学,2011,(4):44-48.
孙进.文化适应问题研究:西方的理论与模型[J].北京师范大学学报(社会科学版),2010,(5):46.
杨宝瑛,万明钢.文化适应:理论及测量与研究方法[J].世界民族,2010,(4):2-6.
张晶,Ramu Govindasamy,张利庠.“文化适应”对消费者购买行为的影响[J].经济理论与经济管理,2013,(12):43-47.
庄贵军,周南,周连喜.国货意识、品牌特性与消费者本土品牌偏好——一个跨行业产品的实证检验[J].管理世界,2006,(7).
①中国社会科学院世界经济与政治研究所、社会科学文献社发布《2015年世界经济形势分析与预测》。
②《全国人口普查条例》,2011.