文化符号的相对位置对文化混搭评价的影响研究

Influence of the Relative Position of Cultural Symbols on the Evaluation of Culture Mixing

随着全球化的发展,文化混搭现象变得越来越普遍,但消费者的反应却各异。本研究基于空间隐喻的视角,以恐惧管理理论为基础,深入探讨了混搭的不同文化符号在垂直空间的相对上下位置是否以及将会对消费者态度产生怎样的影响。研究发现,不论文化符号之间是否存在实体交叉,当采用“外国文化-母国文化”的混搭方式时,也即外国文化在上而母国文化在下,消费者对文化混搭的评价将明显低于采用“母国文化-外国文化”的混搭方式时,也即母国文化在上而外国文化在下,其中,感知文化威胁起着完全中介的作用,但当处于上方的文化符号明显小于处于下方的文化符号时,上述主效应将不会存在。本研究率先从空间隐喻的视角探讨了混搭的文化符号的相对空间位置的影响,不仅是对现有的文化混搭研究的进一步拓展,也可为企业的文化混搭产品或营销设计提供重要的指导与借鉴。

With the development of globalization,the phenomenon of culture mixing has become increasingly common,but consumers have different reactions to it.Based on the perspective of spatial metaphor and the theory of terror management,this paper thoroughly discusses whether and how a vertical change in the relative position of mixed cultural symbols influences consumers'attitudes.The results show that consumers'evaluation of the culture-mixing pattern of foreign culture above home culture is significantly lower than that of home culture above foreign culture,and perceived cultural threat plays a completely mediating role.But when the upper cultural symbol is significantly smaller than the lower culture symbol,the main effect of up-down image schema will no longer exist.As the first-ever attempt to explore the influence of the relative spatial position of cultural symbols from the perspective of spatial metaphor,this study not only opens up a new research perspective for the study of culture mixing,but also provides important guidance and reference for enterprises'cultural mixed products or marketing design.