摘要
消费者国货认知的心理机制包括情感机制、信息加工机制、自我调控机制和个体调节机制。本文以"中国人赴日暴买势头加剧"的受众网络跟帖为例,通过编码分析,得到如下结论:面对该新闻,国货意识消费者会激活强烈的爱国情感,在移情作用下激发支持国货的强烈"大我"需要,进而主张理性消费、降低面子观,并在认知上选择性注意民族主义和本土品牌反刻板化两类信息,通过命题评价得出若干支持国货"必要且可行"的支持性证据;国货偏见消费者由于缺乏爱国情感的启动,会以消费自由、爱国与消费无关为理由,反对支持国货,从而在认知上选择性注意本土品牌刻板化信息,并通过命题评价得出若干支持国货"不可取、不可行"的支持性证据。研究还表明,国货意识消费者具有显著的正面社会情绪和渐变论特质,国货偏见消费者具有显著的负面社会情绪和实体论特质。
The psychological mechanism of consumer’s national-brand cognition includes emotional mechanism, information processing mechanism, self-regulation mechanism and individual adjustment mechanism. In this paper, we select ＂Chinese consumption behaviors are intensified in Japan＂ as the original post and use the audience’s thread as a sample. By coding and analyzing, the following conclusions are obtained： in face of the news, consumers with national-brand consciousness will activate strong patriotic emotion and generate intense ＂big-self demand＂ to support domestic products under the influence of empathy, and then advocate rational consumption and reduce the sense of face. And then they cognize nationalist reports and anti-stereotyped information of national-brand selectively in their cognitive mind, and generate a series of evidences that supporting domestic products is necessary and feasible through the proposition evaluation. Since the patriotic emotion of national-brand biased consumers has not been activated, they object to support domestic products due to consumption freedom and believe patriotic emotion and consumption are irrelevant, so they notice stereotyped information of nationalbrand selectively in cognitive mind and come to conclusion that domestic products are undesirable and unfeasible through evaluation proposition. The research also shows that the national-brand consciousness consumers have a significantly positive social sentiment and characteristics of the gradient theory, while the national-brand biased consumers have a significantly negative social sentiment and characteristics of substantive theory.
出处
《企业经济》
CSSCI
北大核心
2018年第3期48-57,共10页
Enterprise Economy
基金
国家社会科学基金项目"来源国刻板印象反转视角下消费者国货意识形成的心理机制研究"(项目编号:15CGL024)
西南政法大学资助项目"消费者高民族中心主义形成的心理机制研究"(项目编号:2014XZRCXM007)
重庆市研究生科研创新项目"社会公众自主品牌消费意识形成的驱动模型研究--基于情感与认知合理化的视角"(项目编号:CYS17130)
关键词
国货意识
国货偏见
消费者
受众跟帖
心理机制
national-brand consciousness
national-brand bias
customer
audience threads
psychological mechanism
