消费者民族中心主义的中国本土化研究

消费者民族中心主义是国际营销与消费者行为学的重要研究构念,在欧美、日本、韩国等地区得到检验和推广,但缺少对中国市场的全面检验和本土化创新。本文在文献回顾的基础上,重点建构了消费者民族中心主义与国产产品消费行为间的内在关系,设计出理论模型和关系假设,并抽取京、沪、穗、渝四地消费者样本,运用可靠性分析、相关分析、回归分析等方法进行实证研究。研究证实,消费者民族中心主义及其量表CETSCALE在中国具有满意的信度和内在关系,测量CETSCALE值发现,与消费者民族中心主义相关的三个VALS因素、三个人口统计因素,界定三个调节消费者民族中心主义与国产产品消费行为关系的认知因素。本文还系统分析了上述研究发现在本土企业、跨国公司和政府部门中的战略内涵。

Consumer Ethnocentrism: An Empirical Test in China and Its Marketing Managerial Implications

The construct consumer ethnocentrism and its scaleCETSCALE have been a hot topic in the academic domain ofinternational marketing and consumer behavior. Originally developedin America in 1987, it has been now cross-culturally tested andgeneralized in the world, but not yet thoroughly verified in China.This article highlights the nomological relationship between the focalconstruct consumer ethnocentrism and consumers attitude towarddomestic products, and then develops the theoretical model andhypotheses. Using data collected from Beijing, Shanghai, Guangzhouand Chongqing , this study demonstrates that consumer ethnocentrismis a reliable construct with the same direction as found in America.Three VALS factors and three demographic variables are found to besaliently correlated with CETSCALE. Also identified are three factorsmoderating the effect of ethnocentric tendencies on consumers attitudetoward domestic products. The article discusses the analysis findingsmarketing implications for domestic and international companiesstrategies, and governments economic and trade policies.