中国元素是否有效:全球品牌全球本土化战略的消费者态度研究——基于刻板印象一致性视角

Do Chinese Elements Matter?: Consumer Evaluation on the Localized Adaption Strategy for Global Brands from the Perspective of Stereotype Consistency

随着中国软实力的不断提升,中国元素成为一个热点话题,全球品牌运用中国元素也成为一种十分流行的全球本土化战略。但本土消费者对此战略的态度评价还鲜有研究。以多品类下六个全球品牌的真实产品为研究对象,采用问卷调查法收集数据,引入刻板印象一致性的概念,探究全球品牌全球本土化战略中运用的中国元素如何对消费者态度产生影响作用;在统计方法上,使用总效应调节模型,把中介变量"品牌本土象征性"与调节变量"全球认同/本土认同"同时纳入模型进行分析,由此研究发现,中国元素的刻板印象一致性对品牌本土象征性和产品购买可能性产生显著正向作用;品牌本土象征性在中国元素刻板印象一致性对购买可能性的影响过程中具有部分中介作用;最后,消费者文化认同(全球认同与本土认同)在上述过程中还具有调节作用。这一研究结果做出了创新性的理论贡献,解释了中国元素对消费者态度产生作用的影响机制,开创了中国元素问题的实证研究,并对全球品牌如何提高中国元素运用成效具有重要营销战略指引。总体上,全球品牌需要很好地理解本土文化元素的真实内涵,尽力做到刻板印象一致性,使得本土文化元素较好地融入到全球品牌中,从而提升消费者态度评价。这种战略还需要针对不同细分市场进行相应的调整。

With the ever enhancing of China's soft power in the world,the adoption of Chinese elements has been popularly practiced in numerous global brands as a localized adaptation strategy,the consumer attitudes towards which has seldom been studied. Taking six global brands' real products from three categories as study objects,this thesis adopts the construct of stereotype consistency and collects data by survey from Chinese consumers in Shanghai to explore how Chinese elements used in global brands' product adaptation strategy affect consumer attitudes. By applying total effect moderation model to integrate the variables of brand local iconness and global identity /local identity altogether and probe into their mediation and moderation effects respectively,this thesis addresses several key findings. Firstly,the stereotype consistency of Chinese elements positively affects brand local iconness and product purchase likelihood. Secondly,brand local iconness partially mediates the relationship between stereotype consistency and product purchase likelihood. Finally,consumer cultural identity( global identity vs. local identity) plays a moderating role in the process above. These findings make innovative theoretical contributions to interpreting the influence mechanism of Chinese elements on consumer attitudes,initiating empirical study on Chinese elements and providing global brands with suggestion on effective utilization of Chinese elements. In general,to improve consumer attitudes,the marketers of global brands shall understand thoroughly the true meanings and essences of local cultural elements and integrate them into the brands in a way as consistent to the stereotypes as possible. Notably,this adaptation strategy shall be adjusted to market segmentation with different cultural identity.