中国消费者国货意识研究:回顾与展望

目前关于消费者国货意识的研究主要运用消费者民族中心主义量表,集中于验证影响国货意识的情感变量、环境变量、个体特征变量以及受国货意识影响的后果变量。现有研究的主要缺憾是忽视了国货意识形成的心理机制,包括国货意识形成的线索来源与信息加工机制、自我调控的中介机制以及深层个体特质的调节机制等。厘清这些问题不仅有助于深入理解中国消费者国货意识形成的内在心理活动与认知加工过程,而且能够为国际营销学领域作出创新的理论贡献,同时对当前开展中国消费者自主品牌情感与国货意识培养也具有重要的现实指导价值。

The present researches mainly use consumer ethnocentrism tendency scale, and focus on verifying the affective variables, environmental variables and individual characteristic variables which affect national-brand consciousness, as well as the outcome variables affected by national-brand consciousness. Major flaw of the present research is that it ignores psychological mechanism of the formation of national-brand consciousness, including clues and information processing mechanism, the mediating mechanism of self-regulation and deep personal trait adjustment mechanism. To clarify these issues can not only help understand deeply the mental activity and the cognitive processes of the formation of China consumer national-brand consciousness, but also help make the theory contributions for the international marketing field. At the same time, there is important practical value to train the independent brand emotion and national-brand consciousness of Chinese consumers.