解释框架对文化混搭产品评价的影响——比较焦点和解释策略的调节效应

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聂春艳¹, 汪涛²(

), 赵鹏², 崔楠²

1 江西财经大学工商管理学院, 南昌 330032
2 武汉大学组织营销研究中心, 武汉 430072

收稿日期:2017-06-15出版日期:2018-11-30发布日期:2018-10-30

基金资助:* 国家自然科学基金重点项目“全球化和网络化背景下的中国企业品牌国际化营销战略研究”(71532011);* 国家自然科学基金重点项目“全球化和网络化背景下的中国企业品牌国际化营销战略研究” (71532011)、国家自然科学基金面上项目“品牌全球化中来源国文化符号及其对消费者品牌支持的影响：文化情感和文化认同视角”资助(71672054)

The influence of interpretation frame on the evaluation of culturally mixed products: The moderating effect of comparison focus and interpretation strategy

NIE Chunyan¹, WANG Tao²(

), ZHAO Peng², CUI Nan²

1 School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032, China
2 Research Center For Organizational Marketing of Wuhan University, Wuhan 430072, China

Received:2017-06-15Online:2018-11-30Published:2018-10-30

摘要/Abstract

摘要： 文化混搭产品因涉及到不同国家的文化符号的同时呈现, 可能导致母国文化的完整性与生命力受到威胁, 引发外国文化入侵母国文化的感知进而降低消费者的产品评价。本研究从文化混搭产品的营销传播视角出发, 基于前人的研究基础之上, 探讨了不同信息表述框架策略的采用会如何影响消费者的文化入侵感知进而影响他们对文化混搭产品的评价, 并重点探究了它可能存在的两个边界条件, 即消费者的比较焦点和企业的不同解释策略。两个实验的结果不仅再一次验证了前人所得出的研究结论, 即文化混搭产品采用“外国文化-母国文化”的框架策略时, 会使消费者产生外国文化改变了母国文化的感知, 导致消费者对产品的评价要显著低于采用“母国文化-外国文化”的框架策略, 其中感知文化入侵起着完全中介的作用。更重要的是, 深入揭示出上述的这种不同文化混搭框架效应只有在启动的是消费者的差异性聚焦以及企业采用的是属性解释策略时才存在, 而当启动的是消费者的相似性聚焦以及企业采用关系解释策略时, 这一效应将会消失。本研究不仅深入剖析出了引发消费者对文化混搭现象产生排斥性反应的内在机理, 拓展了前人研究结论的普适性, 也为企业的文化混搭产品的营销推广提供了有用的实践启示。

图/表 5

图1不同比较焦点下的产品评价

图2感知文化入侵的中介效应

图3感知文化入侵的调节中介效应

图4不同解释策略下的产品评价

图5感知文化入侵的调节中介效应

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