国际品牌的中国元素运用对消费者购买意愿的影响路径研究

Study on the Influence Path between Chinese Elements and Consumer Purchase Intention in Global Brand

大量全球知名企业利用中国元素开展本土化战略,而关于此战略的运用效果研究甚少。现有不多的研究讨论了中国元素的使用对消费者品牌态度的影响,但并未对案例进行分类研究,也缺乏对其影响因素的探究。笔者在多案例分析和消费者深度访谈基础上发现:可辨识性是影响国际品牌中国元素使用效果的第一关键因素,基于色彩视认性和品牌识别,将其界定为"中国元素辨识度"这一概念;结合消费者深度访谈和现有文献,将中国元素辨识度作为自变量、品牌联想作为中介变量、文化认同作为调节变量,构建了理论研究模型。从案例成败和辨识度高低两个维度形成2×2的实验案例组合,以品牌熟悉度为分组依据,形成八个实验组,研究发现:中国元素辨识度显著影响国际品牌的消费者购买意愿,且在元素运用不当或低品牌熟悉度情境下更为明显;同样,低品牌熟悉度情境下品牌联想和文化认同的中介及调节作用显著,但与案例类别(产品造型案例和产品宣传)无明显相关。最后从中国元素的选择和使用、引导消费者联想途径和市场定位三方面提出了企业正确运用中国元素的建议。

A large number of well-known global companies use Chinese elements to carry out localization strategy, but there are few studies about it＇s effectiveness. Some studies discussed how the Chinese elements in- fluence consumers＇ brand attitude, but they didn＇t classify the cases and discuss the influence factors. Based on the kinds of case analysis and consumer interviews, we found out that identification is the most essential factor to influence Chinese elements＇ effectiveness, and according to the concept of visibility of color and brand identity, we put forward ＂Chinese elements identification degree＂ conception; combining with consumer interviews and existing studies, we considered Chinese elements identification degree as independent variable, brand associa- tion as mediated variable, cultural identity as regulated variable to build our theoretical model. We selected 2 × 2 cases from two views ： success or failure and brand familiarity, and conducted eight experiments which were clas- sifted according to the brand familiarity. Then we found out that the Chinese elements identification degree has a significant impact on consumer purchase intention of global brand, and it is more obvious when brand is failed in using Chinese elements or people are not familiar with the Chinese elements; the consumer brand associations and the cuhural identity are also reflecting significant intermediary effect and regulating effect when people are not familiar with the brand. But it has nothing to do with the category of case （form design and product publici- ty）. Finally we put forward some suggestions for firms to use Chinese elements in a right way from three aspects, Chinese elements＇ selection and use, guiding consumer associations and market positioning.