技术创新对传统民族中心主义的规避机制研究

An Exploration on How Tech-based Innovation could Play Its Role in Guarding against the Undesired Outcome of Ethnocentrism

民族中心主义作为短期内不易被影响和改变、近乎客观存在的消费者意志,规避或削弱其对隐性资产累积的消极影响具有重要的战略作用和现实意义。本文通过来自54个国家海外消费者的问卷调查研究发现:国家认同与隐性资产累积具有显著的正相关关系;技术创新和产品的海外形象在国家认同和隐性资产的关系中起到中介效应作用;同时,产品海外形象和技术创新在累积隐性资产的重要程度上存在显著差别;进一步研究显示,民族中心主义直接调节了国家认同与隐性资产之间的关系,对隐性资产具有重大的消极影响;而其不能对国家认同与产品海外形象,以及国家认同与技术创新之间的关系产生直接作用,即通过二者转化形成的隐性资产不受民族中心主义的制约和限制。因此,如果给予消费者充分的关于二者的信息,可以削弱或规避民族中心主义对隐性资产的消极影响作用。

A key negative effect of ethnocentrism on enterprises is that it may impair their intangible equity.This study examines the influence of national identity on intangible equity under different consumer ethnocentrism scenarios.We find that consumer-based equity of an intangible is significantly associated with the national identity of origin of the products.In addition,product national identity and techbased innovation by foreign consumer partially mediates the relationships between national identity and intangible equity.Furthermore,ethnocentrism moderates the strength of the direct relationships between national identity and intangible equity,and it does not moderate the strength of the relationships between national identity and intangible equity via product national identity and tech-based innovation.Our survey to 54 countries and 3,601 foreign consumers illustrates a direct and important strategic and practical significance for managers to implement the intangible strategy of internationalization.