张义 张东昕
（上海应用技术大学 经济与管理学院 上海 201418）
摘 要：消费者外族中心主义在中国当下已成为非常普遍的现象,在一些消费者眼中,“进口货”已然成为高社会地位、卓越品质、现代、时尚的代名词,咖啡只喝星巴克,手机只用苹果,此情此景屡见不鲜。什么导致了这种现象的产生?媚外心理会产生哪些影响?我们又该如何应对?本文通过梳理相关文献,提出消费者外族中心主义理论模型,并运用实证的方法进行检验。研究结果表明,面子意识是消费者外部层面的引致因素,来源国效应、好奇心是消费者内部层面的引致因素;外族中心主义的后效作用主要体现在购买意愿和口碑传播两方面。在此基础上,本文借助传播学矫形-塑形传播理论,由前因变量出发提出矫型策略,并从政府宏观引导、媒体正面关注、企业产品增强等方面提出针对消费者外族中心主义的塑形策略。
关键词：消费者外族中心主义；外国产品；影响因素；后效作用
引用(citation)：张义，张东昕.中国消费者外族中心主义作用机制研究[J]. 青海民族大学学报（社会科学版），2021，47（3）：87-95.
The Function Mechanism of Chinese Consumer Xenocentrism
ZHANGY Yi ZHANG Dongxin
(1.School of Economics and Management, Shanghai Institute of Technology, Shanghai 201418)
Abstract：Consumer Xenocentrism has become a very common phenomenon in China.Nowadays, imported goods have become synonymous with high social status,excellent quality,modernity and fashion.Starbucks is the only way to drink coffee,and Apple is the only choice for mobile phones.What causes and effects in this phenomenon?And what should we do to deal with it?This paper puts forward a theoretical model,and uses empirical methods to test.It also proposes that face consciousness is external antecedents,while stereotypes,curiosity and country of origin are internal antecedents.This paper also finds that consumer xenocentrism consequence is the purchase intention and word-of-mouth communication.Bisides,this paper uses the orthopedic and shaping communication theory,there are three kinds of change strategies based on antecedent variables,and shaping strategies of consumer xenocentrism from aspects of government,media,and enterprises.
Key Words：Consumer Xenocentrism ，Foreign product，Anecendent, Consequence