【摘要】：改革開放30多年來，隨著中國大陸市場(chǎng)的大門向全世界打開，國外企業(yè)陸續(xù)將辦事處等分支機(jī)構(gòu)開設(shè)在此，，更有一些世界500強(qiáng)企業(yè)將公司總部設(shè)立在這片極具開發(fā)潛力的新興市場(chǎng)。眾多的人口，強(qiáng)大的消費(fèi)能力，吸引著各類世界級(jí)品牌進(jìn)入國門。但這些國外品牌是否真能吸引中國消費(fèi)者愿意傾囊而出購買這類品牌產(chǎn)品，值得我們深入研究，品牌消費(fèi)的發(fā)展也將為中國營銷學(xué)研究領(lǐng)域提供了一個(gè)具有理論與實(shí)踐意義的課題。 由于中國社會(huì)受傳統(tǒng)儒家文化的影響深遠(yuǎn)，與西方社會(huì)相比，中國社會(huì)的價(jià)值觀體系與其存在一定的差異。若運(yùn)用西方理論對(duì)中國消費(fèi)者行為進(jìn)行研究，并不能完全解釋中國消費(fèi)者行為的獨(dú)特性。所以我們需要引入本土化構(gòu)念，從本土化創(chuàng)新的角度來分析中國消費(fèi)者行為問題。中國消費(fèi)者因受等級(jí)觀念及攀比意識(shí)的社會(huì)文化因素影響，當(dāng)其進(jìn)行品牌消費(fèi)時(shí)更注重品牌產(chǎn)品所蘊(yùn)含的象征性意義。正是因?yàn)橄M(fèi)者對(duì)象征性意義的看重，使我們有理由相信面子觀這一本土化構(gòu)念可能是影響中國消費(fèi)者品牌消費(fèi)行為的一個(gè)重要因素。 本文從面子觀這一本土化視角對(duì)中國消費(fèi)者的品牌消費(fèi)行為進(jìn)行了考察，并將面子觀區(qū)分為“想要面子”與“怕掉面子”兩個(gè)維度，從理論上將這兩個(gè)面子觀維度同消費(fèi)者的品牌購買行為聯(lián)系起來，然后分析考察了消費(fèi)者性別在面子觀維度影響品牌消費(fèi)行為過程中的調(diào)節(jié)效應(yīng)。對(duì)338名消費(fèi)者調(diào)查數(shù)據(jù)的統(tǒng)計(jì)分析表明，中國消費(fèi)者的“想要面子”與“怕掉面子”觀念是其品牌消費(fèi)行為的前因變量，“怕掉面子”相對(duì)于“想要面子”更能驅(qū)動(dòng)消費(fèi)者的品牌購買行為。調(diào)節(jié)效應(yīng)的分析結(jié)果顯示，對(duì)于男性消費(fèi)者來說，面子觀對(duì)品牌消費(fèi)行為的影響要強(qiáng)于女性消費(fèi)者。論文最后討論了這些研究發(fā)現(xiàn)的理論和實(shí)踐價(jià)值，以及研究的局限和未來研究展望。
[Abstract]:After more than 30 years of reform and opening up, with the opening of the market in mainland China to the whole world, foreign enterprises have opened offices and other branches here one after another. Some of the world's top 500 companies have established their headquarters in this emerging market with great potential. A large number of people, strong consumption capacity, attract all kinds of world-class brands to enter the country. However, whether these foreign brands can really attract Chinese consumers to invest in such brand products is worth our in-depth study. The development of brand consumption will also provide a theoretical and practical significance for the field of marketing research in China. Because the Chinese society is deeply influenced by the traditional Confucian culture, compared with the western society, the value system of the Chinese society is different from the traditional Confucian culture. If we use western theory to study Chinese consumer behavior, we can not completely explain the uniqueness of Chinese consumer behavior. Therefore, we need to introduce localization construction, from the perspective of localization innovation to analyze consumer behavior in China. Because of the influence of social and cultural factors of rank concept and comparison consciousness, Chinese consumers pay more attention to the symbolic meaning of brand products when they consume brands. It is precisely because consumers value symbolism that we have reason to believe that the localization of the concept of face may be an important factor affecting consumer brand consumption behavior in China. This paper investigates the brand consumption behavior of Chinese consumers from the perspective of "face view", and divides it into two dimensions: "want face" and "fear face". In theory, the two dimensions of face are connected with the consumer's brand purchase behavior, and then the adjustment effect of consumer gender in the process of brand consumption is analyzed. The statistical analysis of 338 consumer survey data shows that Chinese consumers'"want face" and "fear face" concept are the former dependent variables of their brand consumption behavior. "fear of face" rather than "want face" can drive consumer brand buying behavior. The result of adjustment effect shows that for male consumers, the influence of face view on brand consumption behavior is stronger than that of female consumers. Finally, the paper discusses the theoretical and practical value of these findings, as well as the limitations of the research and future research prospects.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：C913.3

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本文編號(hào)：2356928