中国消费者本土品牌刻板印象生成的动机研究

The Formation Motivation of Chinese Consumers' Stereotype to Local Brands

本土品牌刻板印象是中国社会情境下的一种典型社会认知偏差,对自主品牌培育产生了较大的阻碍作用。厘清本土品牌刻板印象的生成动机,将有助于为转变来源国刻板印象、提升自主品牌形象的对策研究奠定理论基础。由于不同产品领域的属性差异,消费者本土品牌刻板印象生成的动机不尽相同,可能存在多动机的交叉,是一个较为复杂的心理活动。在不清楚本土品牌刻板印象生成动机的情况下,采用扎根理论研究方法进行探索性研究可能更为有效。由于网络媒体上存在大量有关本土品牌刻板印象的新闻报道或社会热点话题,这些报道或话题往往会引发网友的热烈评论或跟帖,这为探究本土品牌刻板印象的生成动机提供了第一手资料。文章遴选出8个主题论坛,提炼出有效评论410条,通过编码分析发掘出307个概念。在此基础上,根据概念之间的相互关系和逻辑次序,将其概括为14个范畴和4个主范畴。其中,主范畴"自我防御动机"由功能防御、安全防御、技术防御、标准防御和假冒防御等5个范畴构成;主范畴"工具导向动机"由尊崇群体规范、效仿政府行为和适应媒介框架等3个范畴构成;主范畴"价值表达动机"由炫耀攀比、崇洋心理、高端消费和消费自由等4个范畴构成;主范畴"认知理解动机"由认知成本和认知框架等2个范畴构成。四种动机不是同时作用于消费者的所有产品购买决策过程。在不同产品领域,由于消费者的属性要求不同,因此其启动本土品牌刻板印象的动机类型及其作用大小存在差异。在此基础上,得到概括所有主范畴与范畴的核心范畴是"本土品牌刻板印象的生成动机",由此建构了"本土品牌刻板印象生成动机整合模型",并运用受众跟帖的原始语句,对四种动机的认知特点及影响机制进行简要分析。根据这些研究结论,提出如下对策建议:本土企业要加大研发和创新力度,提高产品质量,树立品牌意识,逐步向中高端发展;政府部门要加强市场监管,倡导理性消费,带头支持国货;大众媒体要更多地报道本土品牌发展成就,为转变本土品牌刻板印象提供大量反刻板化样例,增强反刻板化信息的易得性和代表性。

The stereotype image to local brands is a typical social cognitive deviation in Chinese social context, which is a great hindrance to cultivate self-owned brands. Clarifying the formation motivation of stereotype to local brands will help lay a theoretical foundation for strategy study of reversing Country-of- origin stereotype and elevating self-owned brand image. Due to the differences in the attributes of different product fields, the motivations of consumers＇ stereotype to local brands are not quite similar, and there may be a cross between motivations, which lead to a more complicated psychological activity. Being unaware of formation motivation of stereotype to local brands, it may be more effective to structure an exploratory research through the grounded theory. A large number of news reports or social hot topics on stereotype to local brands with enthusiastic comments or follow-up generate first-hand information for exploring the formation motivation of stereotype to local brands. This article selects eight thematic forums, extracts 410 effective comments, and explores 307 concepts through code analysis. On this basis, the paper summarizes it as 14 categories and 4 main categories according to the relationship and logical order between the concepts. Among them, the main category ＂self-defense motivation＂ is composed of five categories： quality defense, security defense, technical defense, standard defense and fake and shoddy defense; the main category ＂tool-oriented motivation＂ is composed of three categories： adapting community, adapting government and adapting public opinion. The main category ＂value expression motive＂ is composed of four categories： vainglory compassion, psychology of worship foreign things, high-end consumption and consumption freedom. The main category ＂cognitive motivation＂ is composed of two categories： cognitive cost and cognitive framework. The four motivations are not acting at the same time on consumer＇s decision-making process for all products. In different product fields, for the different requirements of consumers, the motivation types and power of influence of starting stereotype to local brands differ in its role. On this basis, the author summarizes the core categories of all the main categories and categories as ＂the motivation of stereotype to local brands＂, thus forming the ＂integrated model of formation motivation of stereotype to local brands＂. Then, the paper uses the original words of the audience＇s follow-ups to briefly analyze the cognitive characteristics and the mechanism of the four motivations. According to these findings, the following countermeasures are put forward： local enterprises should develop and innovate to improve product quality, establish brand awareness, and gradually develop to the high-end market; the governmental departments should strengthen market supervision, advocate rational consumption, and take the lead in supporting domestic goods; the mass media should report more achievements of local brands, provide a large number of anti-stereotype examples to correct the stereotype to local brands, and make the information easy to access and be representative.