消费者民族中心主义、产品介入度与国产产品购买意愿

Consumer Ethnocentrism,Product Involvement and Purchase Willingness of Domestic Products

消费者的购买决策是直觉思维与理性思维相互碰撞的过程,人们会出于民族中心主义情感购买国产产品,但也会理性地对某产品产生介入再做决策。论文基于消费者民族中心主义和产品介入相关理论,通过问卷调查获取数据,经统计分析得出结论:消费者民族中心主义对国产产品购买意愿有显著的提升作用,但不同维度的消费者民族中心主义对国产产品购买意愿的影响存在一定差异;产品介入度负向调节消费者民族中心主义与国产产品购买意愿的关系。最后给出建议:国家品牌战略实施和企业管理实践过程中,不仅要培育"中国制造"的质量竞争优势,还要巧妙运用中国消费者的"自反性",从而有效提高消费者对国产产品的购买意愿。

Consumers' purchase decision is the process of collision between intuition thinking and rational thinking.People will buy domestic products out of national centralism emotion,but they will also rationally involve in a product and then make decisions.Based on the related theories of consumer ethnocentrism and product involvement,this paper gains data by questionnaires.Through statistical analysis,the conclusion is that the influence of the consumer ethnocentrism on the purchase intention of domestic products is significantly positive.However,the influence of different dimensions of ethnocentrism on the purchase intention of domestic products varies.And the degree of product involvement negatively moderates the relationship between consumer ethnocentrism and the purchase intention of domestic products.Suggestions are given at the end:in the process of national brand strategy implementation and enterprise management practice,not only the quality competitive advantage of "Made in China" should be fostered,but also the "reflexiveness" of Chinese consumers should be skillfully used so as to effectively improve the consumer's willingness to purchase domestic products.