消费者世界大同主义研究脉络梳理及未来研究方向

Consumer Cosmopolitanism: A Literature Review and Future Research Directions

消费者世界大同主义是指消费者在思想上具有开放性,对全球产品和服务的多元化持欣赏态度,并且愿意接纳来自不同国家的产品和服务的倾向。在当前全球化趋势不断增强,特别是在年轻一代成长为重要消费力量之后,消费者的价值观发生了深刻的变化,消费者世界大同主义对跨文化消费行为的影响也愈发显著。而现有的跨文化消费者行为学相关研究多聚焦于消费者对他国产品的保守态度,如消费者民族中心主义、消费者爱国主义、消费者敌意等。消费者世界大同主义则超越了社群及文化限制,对于消费者日趋频繁的跨国消费行为具有较好的解释力。本文对消费者世界大同主义相关研究进行了系统的综述,以期促进后续研究对跨文化消费者行为更加全面和深入的探讨。

Consumer cosmopolitanism refers to the consumers＇ openness in terms of thought, appreciation attitudes towards the diversification of global products ＆ services, and the tendency of willingness to accept products ＆ services from different countries. With accelerated globalization, especially with the fact that young generations are becoming the dominant consuming force, consumers＇ values have changed deeply, and the impact of consumer cosmopolitanism on cross-cultural consumer behavior is also becoming more and more significant. Extant cross-cultural consumer behavior research, however, mainly focuses on consumers＇ conservative attitudes towards foreign products, such as consumer ethnocentrism, consumer patriotism and consumer animosity. Consumer cosmopolitanism, which is beyond the constraints of communities and cultures, provides a new approach to explain increasingly frequent transnational consumption behavior of consumers. This paper systematically reviews the relevant studies on consumer cosmopolitanism, to contribute to further more comprehensive and in-depth research on cross-cultural consumer behavior.