组态视角下国产品牌“野性消费”现象生成路径研究——基于模糊集(fsQCA)定性比较分析

Research on the Generation Path of Domestic Brand“Wild Consumption”from the Perspective of Configuration:Qualitative comparative analysis based on fuzzy set(fsQCA)

近年来,众多国产品牌出现销量暴增的“野性消费”现象成为消费市场新热点。运用模糊集(fsQCA)定性比较分析方法对淘宝平台23个国产品牌案例进行研究,探索“野性消费”中各要素联动机制及其复杂性因果作用机制。研究发现:“野性消费”存在三条驱动路径,单一条件要素并不构成“野性消费”出现的必要条件;国家意识感作为核心条件均出现在三条“野性消费”驱动路径中,说明国家意识感是导致销量暴增的最大动能。

In recent years,many domestic brands have experienced a surge in sales and the phenomenon of“wild consumption”has become a new hot spot in the consumer market.The qualitative comparative analysis method of fuzzy sets(fsQCA)was used to study 23 domestic brand cases on Taobao platform,exploring the linkage mechanism of various elements in“wild consumption”and its complex causal mechanism.It has been found that there are three driving paths for“wild consumption”,and a single conditional element does not constitute a necessary condition for the emergence of“wild consumption”.National consciousness,as the core condition,appears in all three“wild consumption”driving paths,indicating that national consciousness is the biggest driving force leading to a surge in sales.