拟人化沟通对企业国际化的影响机制研究——基于印象形成连续模型理论

The influence of anthropomorphic communication on country-of-origin effect

本研究以印象形成连续模型为理论基础,探索拟人化沟通对来源国效应的影响。实验1验证了拟人化沟通能够有效地削弱来源国效应。实验2分析了拟人化沟通—印象一致性—来源国效应的因果链模型。实验3分析了内隐人格(实体论者、渐变论者)的调节作用。结果表明只有对渐变论者,拟人化沟通才能够显著地削弱来源国效应。本研究为企业在国际化进程中有效采用拟人化沟通策略提供了实践建议。

With the ablation of trade barriers,consumers can choose more and more foreign products.Therefore,the country-of-origin of products has become a very important influencing factor in international trade,and the effect of country of origin can significantly affect consumers’preferences and purchasing behavior.This study aims to explore the impact of anthropomorphic communication on country-of-origin effect.The results show that anthropomorphic communication can weaken the country-of-origin effect.In addition,implicit personality(entity theorist,incremental theorist)can effectively moderate the relationship between anthropomorphic communication and the country-of-origin effect,and thus the boundary condition of the main effect was determined.Based on three empirical studies,this research analyzed the effects of anthropomorphic communication on the country-of-origin effect.Study 1demonstrated that anthropomorphic communication can effectively weaken the country-of-origin effect.,validating hypothesis 1.135participants in study 2 validated the mediating effect of impression consistency,and further verified the internal logic of the main effect and supported hypothesis 2.Study 3 analyzed the moderating effect of implicit personality entity theorist,incremental theorist),adopting 2(anthropomorphic communication,control)×2(entity theorist,incremental theorist)designs,and the results of the study verified hypothesis 3.This study covers three aspects:First,the use of anthropomorphic communication can effectively weaken the country-of-origin effect and significantly reduce the impact of the country-of-origin effect on consumers’preferences.Secondly,this study verified the mediating effect of the internal attribute information of products and country-of-origin impression consistency on the relationship between anthropomorphic communication and the country-of-origin effect.Anthropomorphic communication can weaken the country-of-origin effect by reducing impression consistency,and thus this study constructed a complete internal mechanism.Finally,this study also analyzed the moderating effect of implicit personality(entity theorist,incremental theorist)on the main effect,and enriched the boundary conditions of the main effect.The results showed that for incremental theorists,anthropomorphic communication can significantly weaken the country-of-origin effect,while for entity theorists,anthropomorphic communication cannot effectively affect the country-of-origin effect.This study has made a number of contributions.First of all,this study explores for the first time how to weaken the country-of-origin effect from a new research perspective-anthropomorphic communication.It makes up for the gap of previous research,and expands the relevant research in the field of country-of-origin effect Secondly,this study takes the internal attribute information of the product and the consistency of the impression of the country-of-origin effect as the mediation path,and explores the influence of anthropomorphic communication on the effect of the country-of-origin from the perspective of cognition.Consequently,it expands the related research of anthropomorphic communication,as well as deepens the research value of anthropomorphic communication in the context of internationalization.Thirdly,based on the theory of the impression formation continuous model,this study analyzes the impact of anthropomorphic communication strategy on the effect of country-of-origin from a new theoretical perspective,which is of great significance for understanding the role of anthropomorphic communication strategy in the process of enterprise internationalization.Furthermore,the study also introduces the implicit personality(entity theorist,incremental theorist)into the main research framework and pays attention to its moderating effect on the relationship between anthropomorphic communication strategy and the country-of-origin effect Moreover,it establishes the boundary conditions for the main effect and constructs a clearer framework in the theoretical and application fields.Finally,this study provides guidance and suggestions for Chinese enterprises to weaken the country-of-origin effect through anthropomorphic communication strategy.Significally,it is conducive to enhancing foreign consumers’understanding of Chinese enterprises,overcoming the negative impact of the country-of-origin effect,and helping Chinese enterprises establish a positive international reputation and image,which is of great reference significance for the international practice of enterprises.