本文選題：全球品牌 + 中國元素��； 參考：《外國經(jīng)濟(jì)與管理》2017年04期

【摘要】：本文以中國市場上融入中國元素的全球品牌產(chǎn)品為測試對(duì)象,研究文化認(rèn)同對(duì)購買可能性的影響機(jī)制。實(shí)證分析表明,文化認(rèn)同顯著正向影響品牌本土象征價(jià)值,品牌本土象征價(jià)值在文化認(rèn)同對(duì)購買可能性的影響過程中起完全中介作用。同時(shí),真實(shí)性偏好正向調(diào)節(jié)文化認(rèn)同對(duì)購買可能性的間接效應(yīng),但其作用主要體現(xiàn)在文化認(rèn)同對(duì)購買可能性產(chǎn)生影響的第二階段。本文的理論意義在于,首次引入文化認(rèn)同作為解釋中國元素有效性的前因變量,以及品牌本土象征價(jià)值的中介作用。同時(shí),結(jié)合真實(shí)性等相關(guān)研究,引入真實(shí)性偏好以解釋不同細(xì)分市場的效應(yīng)差異。本文的實(shí)踐意義在于,跨國公司要想利用中國消費(fèi)者的文化認(rèn)同來提高其全球品牌的競爭力,關(guān)鍵在于要讓中國消費(fèi)者感知到其全球品牌的本土象征價(jià)值,并區(qū)別對(duì)待真實(shí)性偏好不同的細(xì)分市場。
[Abstract]:This paper studies the influence mechanism of cultural identity on the possibility of purchase by taking the global brand products which are integrated with Chinese elements in the Chinese market as the test object.The empirical analysis shows that the cultural identity has a significant positive impact on the local symbolic value of the brand, and the brand local symbolic value plays a completely intermediary role in the process of the influence of the cultural identity on the purchase possibility.At the same time, the authenticity preference positively regulates the indirect effect of cultural identity on the possibility of purchase, but its function is mainly reflected in the second stage of the influence of cultural identity on the possibility of purchase.The theoretical significance of this paper lies in the introduction of cultural identity as a prodependent variable to explain the validity of Chinese elements for the first time, as well as the intermediary role of brand local symbolic value.At the same time, according to the related research, we introduce the authenticity preference to explain the effect difference of different market segments.The practical significance of this paper is that if multinational corporations want to use the cultural identity of Chinese consumers to improve the competitiveness of their global brands, the key lies in making Chinese consumers aware of the local symbolic value of their global brands.And different treatment of authenticity preference of different segments of the market.
【作者單位】： 華東師范大學(xué)經(jīng)濟(jì)與管理學(xué)部;
【基金】：國家自然科學(xué)基金面上項(xiàng)目(71372177);國家自然科學(xué)基金面上項(xiàng)目(71072152) 上海市浦江人才計(jì)劃項(xiàng)目(13PJC029)
【分類號(hào)】：F274;F126.1

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