中国背景下的全球品牌:洞察中国消费者的决策(英文)

Global Brands in the Context of China:Insights into Chinese Consumer Decision Making

本文探究了与全球十大品牌相关的中国消费者决策。通过四个层面(品牌熟悉度、品牌喜爱度、品牌信任度以及知晓一个品牌的原产国)来预测中国消费者样本的品牌购买意向,同时分析指出,中国消费者对世界主义、民族优越感、全球—本地身份的认识以及与全球消费者文化的区别也可能会影响其全球品牌购买意向。本文为全球十大品牌建立了回归模型,并有提供最有力证据的层级模型。品牌熟悉度、信任度和喜爱度基本上在很大程度上解释了差异的存在。

This paper explores Chinese consumer decision making in relation to ten global brands.The paper uses four constructs （brand familiarity,brand liking,brand trust and knowing a brand＇s country of origin） to predict brand purchase intent within a sample of Chinese consumers.This research also explores how Chinese consumer self-perceptions of cosmopolitanism,ethnocentrism,global-local identity and identification with a global consumer culture might also influence global brand purchase intent.Regression models were built for all ten global brands,with the hierarchy model providing the strongest evidence.Familiarity,trust and liking generally explained a significant portion of the variance.