消费行为中的民族中心与民族淡漠倾向

消费者民族中心主义反映了消费者的国货中心意识。通过测量京、穗、渝三地的消费者民族中心主义倾向,调查三地消费者对三个产品类别中外品牌的态度,运用因子分析和多变量方差分析(MANOVA)研究发现,中国消费者同时存在民族中心和民族淡漠两种复杂或矛盾的心理倾向。文章分析讨论了中国消费者行为中这种矛盾心理的社会经济原因。

Consumer Ethnocentrism and Consumer Ethno-apathetic Tendency: An Empirical Test in China

Two factors are extracted from Shimp and Sharma's CETSCALE and validated through MANOVA analysis methods. The present paper proposes that the increasing xenon centrism since late Qing Dynasty of China, domestic manufacturers' violating consumers' rights and the influence of western consumer culture be the dominant factors for Chinese consumers' paradoxical psychology. The author discusses marketing implications for domestic firms, multinational companies and public organizations, and future research directions.