全球化品牌VS本土化品牌——基于消费者全球化-本土化身份视角

The Impact of Consumers Global-local Identity on Their Preference for Global Versus Local Brands

既有研究鲜有从全球化与本土化身份视角研究消费者对全球化品牌与本土化品牌偏好。基于社会身份理论与自我验证理论,构建消费者全球化-本土化身份对消费者品牌偏好的作用机制模型,并通过一个问卷调查与一个情境实验对理论模型与假设进行验证。结果发现,不论是长期稳定的身份还是短暂激活的身份,都会对消费者的品牌偏好产生影响,消费者偏好与主导身份相一致的品牌;除此之外,研究还发现全球消费导向可以部分解释这一机制。

Previous research rarely studies consumers preference for global brands versus local brands from the perspective of global-local identity.However identity has significant impact on consumers brand preferences.This study focuses on answering the following questions:How and why will global and local identities affect consumers brand preferences?Based on social identity theory and self-verification theory,the author constructed a model of consumers global-local identity influence on brand preference and proposed three hypotheses.In order to test these hypotheses,a survey and an experimentwere designed.The results show that either chronic identity or temporary identity had a consistent effect on consumer brand preferences.In addition,the study found that global consumption orientation was a partial mediation through bootstrap analysis.