营销科学学报 ›› 2014, Vol. 10 ›› Issue (3): 113-127.

• 论文 • 上一篇    下一篇

怀旧弱化中国消费者对外国品牌的评价:物质主义的中介作用

陈增祥,何云,刘博群   

  1. 陈增祥,南开大学旅游与服务学院讲师,E-mail:chengzengxiang@163.com 。
    何云,通讯作者,中山大学管理学院副教授,E-mail: mnshy@mail.sysu.edu.cn。
    刘博群,中山大学管理学院 硕士生,E-mail:sunny8742@126.com。
  • 出版日期:2014-09-01 发布日期:2014-11-10
  • 基金资助:

    本研究得到国家自然科学基金项目(71202164,71272193,71172070)以及南开大学中央高校基本科研业务费(NKZB1441)的资助,特此感谢。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

Nostalgia Lower Chinese Consumers’ Evaluation of Foreign Brands: The Mediation Effect of Materialism

Cheng Zengxiang, He Yun, Liu Boqun   

  1. Cheng Zengxiang, College of Tourism and service management, Nankai University;
    He Yun, Business school, Sun Yat-Sen University;
    Liu Boqun,  Business school, Sun Yat-Sen University.
  • Online:2014-09-01 Published:2014-11-10

摘要:

怀旧对人们的消费行为有重要的影响,以往的怀旧营销研究多将怀旧作为广告或品牌的元素构成(即消费者的怀旧感是由怀旧型的广告或品牌所激发),与现有研究不同的是,本文将怀旧视为一种与广告或产品本身无关的偶发情绪,在此前提下考察怀旧如何影响与其无关的消费决策。具体而言,本文通过两个实验考查怀旧如何影响中国消费者对中外品牌的评价,结果表明:怀旧并不会提高中国消费者对本国品牌的评价,但会降低对外国品牌的评价,而且怀旧对外国品牌评价的弱化作用是通过降低消费者的物质主义倾向得以实现的。文章最后还讨论了上述结论对中外品牌在怀旧策略运用上的实践启示。

关键词: 怀旧, 物质主义, 外国品牌, 本国品牌

Abstract:

Nostalgia has a significant influence on consumption behavior. In previous studies, most researches took nostalgia as an element of advertisements or brands, which meant that the emotion of nostalgia was triggered by nostalgic advertisements or brands. Different from the past researches, this paper took nostalgia as an independent emotion which was not caused by the advertisements or products (termed incidental emotion) and investigated how it affected consumers’ decisions. To be specific, this research studied how nostalgia affects Chinese consumers’ evaluation of domestic and foreign brands through two experiments. The result indicated that nostalgia cannot elevate Chinese consumers’ evaluation of domestic brands, but it can weaken the evaluation of foreign brands by decreasing the consumers’ materialism. Lastly, the author discussed nostalgia strategies for both Chinese and foreign brands learnt from the result.

Key words: Nostalgia, Materialism, Foreign brand, Domestic brand