社会情绪对消费者国货意识的调节效应研究

已有研究集中于检验消费者年龄、收入等表层个体特征对国货意识的调节作用,忽视了社会情绪等深层个体特质的影响。本文通过问卷调查和实证分析证实,正面社会情绪对国家自豪感、民族经济忧患意识、国家集体自尊、"大我"动机、自我肯定程度、本土品牌认同度以及国货意识具有显著的正向调节;对民族经济忧患意识与"大我"动机之间,以及"大我"动机、自我肯定与国货意识之间的相关关系也存在显著的正向调节。这表明,社会情绪是影响国货意识的重要调节变量;高国货意识消费者存在显著的正面社会情绪,相反,国货偏见消费者存在显著的负面社会情绪。因此,应引导和提高消费者正面社会情绪,增强个体的积极主观体验、营造积极社会环境,促进消费者形成国货意识和自主品牌情感。

The present researches had focused on testing regulating effect of the surface characteristics, such as age and incomes, and neglected the influence of deep individual traits such as social emotion. This paper shows, through a questionnaire survey and empirical analysis, that the positive social emotion has a significant positive regulation to a sense of national pride, hardship consciousness of national economy, national collective self-esteem, big-self motivation, self affirmation degree, national-brand identity and national-brand consciousness; positive social emotion still has a significant positive regulation to the relationship between hardship consciousness of national economy and big-self motivation, and the relationship of big-self motivation, self affirmation and national-brand consciousness. It shows social emotion is an important regulating variable which affects national motivation; consumers, with high national-brand motivation, will have significant positive social emotion; in contrary, consumers, with national-brand prejudice, will have significant negative social emotion.